杭帮菜国际传播现状及其媒介发展策略

杭州市政府在提出杭帮菜国际化战略之后后,采取了一系列措施大力推广杭帮菜及其文化。本文通过调查研究发现,杭帮菜及其文化的国际认知度并不高,杭帮菜在国际传播中还存在一些问题。基于技术革新等带动的旅游产业的发展,以及媒介技术,特别是社会化媒体的广泛使用所引起的旅游传播方式发生的结构性变化,本文从平台打造、信息建设、游客关系等三个角度提出了杭帮菜国际传播的媒介策略,以期构建更好的媒介传播途径,为杭帮菜成功走出国门服务。

After proposing the globalized strategy for Hangzhou cuisine, the municipal government of Hangzhou has taken action to publicize Hangzhou cuisine and its related culture. Through the questionnaire, it is discovered that the recognition of the globalization of Hangzhou cuisine and its culture is low, and there exist certain problems in international communication. Innovation of technology pushes the tourism industry ahead and media technology, especially the wide use of social media, has transformed the structure of information communication in tourism. From the perspective of platform construction, infor- mation building and tourist relationship, some media strategies for the globalization of Hangzhou cuisine are put forward to better construct the communication channels and help Hangzhou cuisine enter the world market.