中国国家旅游形象跨文化传播战略新论

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

中国国家旅游形象在当前旅游强国建设进程中具有优化国家形象的重要时代使命与战略意义。中国国家旅游形象传播应成为跨文化传播学的关注焦点,充分整合国内外跨文化传播研究在不同学科和领域的理论路径和学术范式,对中国国家旅游形象这一课题进行理论挖掘和实践探讨。中国国家旅游形象跨文化传播是一个系统战略工程,必须置其于国家形象战略的顶层设计下,坚守"全球本土化"的核心理念,贯彻跨文化的全球整合营销传播方略。实施跨文化营销传播组合策略,建立和完善高效的全球目标受众数据库,传播中国国家旅游形象的品牌价值诉求,建立稳定牢靠的品牌声誉与认同。

China tourism destination image has important strategic significance to optimize the national image of the current tourism power. Branding the clear and positive overall image of China will be beneficial for strengthening international tourism competitiveness and enhancing China＇s soft power and comprehensive national strength.To address and improve the national strategies of China Tourism Destination Image in Inter-Cultural Communication and solve the historical and cultural issues of China Image and Self-Orientalism in the process of the intercultural communication of China national image and China tourism destination image,it is necessary to strengthen the cultural awareness and glocalization strategy of China tourism destination image in Inter-Cultural Communication,to implement the integrated global marketing communications of China tourism destination image on the strategic height of the global communication context of national image. To implement Integrated Global Marketing Communications of China tourism destination image,it is more necessary to carry out the combined marketing strategy,establish and improve the efficient global target audience database,communicate and establish the stable brand reputation and intercultural identity in its intercultural communication.