旅游地媒体符号的内容分析——以陕西省为例

Content Analysis of Media Signs of Tourism Destinations:A Case Study of Shaanxi

本文以陕西省这一区域旅游地为研究样本,选取旅游地中英文版本官方网站、国外旅游手册(Lonely Planet)及国内旅游网站携程网等四大旅游传播媒介,探讨不同媒体展现的旅游地符号。本文采用ROST分析软件对文字文本和视觉文本符号进行内容分析,并运用其结果进行对应分析。研究表明,不同传播媒体旅游符号存在差异,这些差异为符号生产者所处的文化和身份的差异及各自目标市场的不同所致。因此,旅游地政府管理部门需重视旅游地符号的多样性和复杂性,在旅游符号的构建和管理工作过程中关注符号体系中三组对象的匹配性——文字文本符号和视觉文本符号,官方媒体符号和非官方媒体符号,媒体符号与目标市场。

This study attempts to identify the image representations of Shaanxi on tourism medias by analyzing the contents of a variety of information sources-English and Chinese editions of government website,Lonely Planet travel guide and travel blogs.Text mining based on Rost software and correspondence analysis are used to content-analyze the narrative and visual information on the sampled media.The results show that the image of Shaanxi projected varies by different tourism media.These variations could largely be explained by different objectives and targeted audiences of different semiotics producer,which leads to the challenges of managing and delivering the desired image of a tourism destinations.The study underscores the importance of understanding the multiplicity of destination image representations and the match of three groups： narrative and visual representation,projected image by official medias and unofficial ones,and the image representation and targeted market.