旅游目的地形象的社会文化建构:“文本与语境”的分析范式——以湖南凤凰古城为例

The Sociocultural Construction of Tourist Destination Image: in a Perspective of Text and Context Focused on Phoenix City in Hunan Province

在一定程度上,旅游目的地是社会建构的产物。旅游目的地包括物质属性和非物质属性两个方面,社会对旅游目的地的建构,主要体现在对目的地的非物质属性的建构。本文借用语言研究和解释学传统中的"文本与语境"范式对旅游目的地形象的社会建构进行分析。根据这个范式,旅游目的地可以被看做是一个文本,它具有什么意义,取决于它所处的语境。旅游者正是根据某一目的地对他们所具有的意义而决定是否到该目的地去旅游的。本文借助"文本与语境"的范式,以凤凰古城为例,揭示了旅游目的地的形象和意义(即其非物质属性)的社会建构动态过程。

To some extent,tourist destination is a product of social construction,which contains material property and non-material property.The social construction of tourist destination mainly reflects on the construction of nonmaterial property,analyzed by using text and context paradigm that is frequently adopted in language studies and hermeneutics.According to this paradigm,tourist destination could be regarded as a text,the meaning of which is determined by its context.In different context,the text would have different meaning.The meaning of the destination is an important factor for tourists to decide whether to travel to the destination.Based on a survey conducted in Phoenix City in Hunan province,the study indicates the dynamic process of social construction depends on the image and meaning of the tourist destination,namely a non-material property.