陕西省旅游手册营销图片内容分析

Content Analysis of Image Representation on the Destination Guide Books of Shaanxi

旅游手册成为各地开展目的地营销竞相采用的一个常用工具。以陕西各地旅游手册视觉图片为研究样本,构建图片空间场景-图片人物主体分类指标体系,对陕西省旅游符号展开内容分析。结果发现总体上陕西旅游地符号与其对象客体大致吻合,局部存在一些不和谐符号。陕西各地旅游宣传符号都试图营造出一幅"完美"旅游场景,构建一个精致美好的等待游客光临的空间。旅游地在生产者对旅游地宣传符号进行选择和构建过程中,已经以一种商品形式被制造出来,从而间接对游客及目的地产生一系列影响。

Travel guidebook has become a common tool for destination marketing. In this study photographic representations ap- pearing in promotional tourist brochures and guidebooks of destinations in Shaanxi province were collected and analyzed. An ap- proach to content analysis that sorted tourism representations in terms of space and subject was yielded, by which the content a- nalysis of tourism representations was carried out. From the research, the conclusions were that the tourism symbol of Shaanxi was coincided with the object,although there was still some disharmony of the representations which could be improved in the fu- ture work of destination marketing . Perfect tourism setting was constructed by the representations of tourism promotion throughout Shaanxi province. It was constructed as a delicate, lovely, hospitable place. These features indicated that tourism des- tination had been commercialized and transformed into a commodity during the process of producing the tourism guidebooks, es- pecially the selection and constructing of these visual photographs, which indirectly affected both tourists and the tourism destination.