中国国家旅游形象跨文化传播战略纵论

National Strategies of China Tourism Destination Image in Inter-Cultural Communication:A Theoretical Interpretation

随着传媒全球化时代的强势来袭,国家形象和国家旅游形象问题日益成为国际传播和国际旅游领域里的研究热点,成为政府官员、专家学者和普通民众普遍关注的一个极富理论价值和实践意义的重大课题。为制定与完善中国国家旅游形象跨文化传播的国家战略,必须立足于全球传播语境的国家形象战略高度,实施中国国家旅游形象跨文化传播的"全球本土化"战略,并贯彻落实中国国家旅游形象的跨文化全球整合营销传播战略,以解决中国国家形象与国家旅游形象跨文化传播过程中的"中国形象"和"自我东方化"等跨文化问题。

With the coming era of media globalization, the national image and national tourism image problem have increasingly become the research hotspot of international communication and international tourism and commonly become a major issue with highly theoretical value and practical significance for the government officials, experts and scholars and general public. To address and improve the national strategies of China Tourism Destination Image in Inter-Cultural Communication and solve cultural issues of China Im-age and Self-Orientalism in the process of the intercultural communication of China national image and Chi-na tourism destination image, it is necessary to strengthen the cultural awareness and globalization strategy of China tourism destination image in Inter-Cultural Communication, to implement the integrated global mar-keting communications of China tourism destination image on the strategic height of the global communication context of national image.