互联网的传播作用对旅游目的地演化的影响——基于婺源的个案研究

THE IMPACT OF INTERNET ON THE TOURIST DESTINATION EVOLUTION: A CASE STUDY OF WUYUAN

本文旨在探讨互联网这一信息传播媒介在旅游目的地演化中的作用机制。研究以婺源为案例地,经三方资料(田野调查、网络数据、样本访谈)互证后还原了婺源旅游业发展过程。研究发现,在婺源的旅游地生命周期演进中,互联网作为新兴媒介,沟通小圈子传播与大众传播,促进了旅游地从探查阶段向参与阶段演化;互联网的早期传播在提升目的地知名度的同时使游客到访量渐增,为政府介入旅游发展奠定了市场基础,推动了目的地快速发展;进入发展阶段后,互联网作为互动传播媒介的优势使政府宣传、名人效应、事件营销的传播被放大。研究突破了单纯将互联网作为营销工具看待的局限性观点,把互联网作为影响旅游目的地演化的因素纳入到目的地演化理论范畴,深化并补充了旅游地生命周期理论的相关内容。

The history of world tourism development has demonstrated that scientific and technological reformation has always influenced tourism and industry significantly. However, the tendency illustrated by technological reformation and tourism developmental history has not been paid enough attention in Intemet and tourism research fields. This paper introduces Internet as an important factor influencing tourism into tourism systematic analysis and figures out the specific effect Intemet has on tourism system and the whole influencing mechanism. The main purpose of the paper is to analyze the impact of Internet on destination evolution considering its communication essence. With the purpose to contact more tourists and gain more personal tourism experience in Wuyuan, a research group with four members did a fieldwork there from April 1st to 7th, 2011 the time of cole flowers bloom. It is found that Internet has played a significant role in the evolution of TALC in Wuyuan. Firstly, as a new media, Internet has facilitated both in-group communication and public communication which may have stimulated the progress of the evolution from exploration stage to development stage. Secondly, the tourists have increased gradually due to destination image of Wuyuan widely spread through Internet, which has grounded the tourism market for government involvement later and speeded up destination development. Thirdly, the advantage of mutual communication Internet has magnifies communication effect of all governmental propaganda, celebrity effect and events promotion.