国家旅游形象变迁:基于LP China的视觉符号文本分析

The Evolution of Tourism Image for China: A Text Analysis of Lonely Planet China

本文以Lonely Planet China(LPc)旅游手册符号文本尤其是视觉图片为研究对象,分别从旅游景观和主客关系两方面探讨中国国家旅游形象在国际市场的变迁特点,并进一步基于符号学解读视觉文本背后隐藏的深层次问题。研究发现:一方面普通人的社会生活方式和中国元素特色东西仍是西方游客的凝视焦点,但局部发生某些转变,国际游客对中国旅游地符号的认识愈来愈客观、中性和多层次化;另一方面主客之间的亲密度存在某种程度的下降。

The building of country tourism image not only is a part of country image , but also is the needs of showing tourism industrial competitiveness and constructing tourism brand for China .Taking the texts especially visual photo-graphs of Lonely Plant China as study object , the characteristics of country tourism image change are analyzed from two aspects： destination tourism sights and the relationships between hosts and guests , and an interpretation is also per-formed to explore something more behind theses symbols with semiotics analysis .The analysis concludes that the social lifestyle of local people and the things with Chinese features are still the foreign tourists ′gaze focus, although there are some changes as a whole and the tourists can look on and understand country destination signs in a more objective , neu-tral and multilevel way.On the other hand, it is important to stress that the intimacy level as to the tourist -local interac-tion is in the fall.