杭州西湖文化景观的语言符号叙事——基于景区营销、文化传播与旅游体验文本的比较研究

Linguistic Sign Narratives of the Cultural Landscape in the West Lake of Hangzhou: A Comparative Study on the Texts of Scenic Area Marketing,Culture Communication and Tourist Experience

景区营销、文化传播与旅游体验文本构成当下杭州西湖文化景观叙事的三个重要方面。运用文本挖掘技术对杭州西湖三种类型叙事语言符号的内容特征与意义关联进行分析,发现景区营销叙事文本的核心语言符号关乎帝王经典与当代建设,重点叙述了杭州西湖文化景观的历史形成与当代发展;文化传播叙事文本的核心语言符号关乎地方发现与国际推广,重点叙述了国际视野下杭州西湖文化的再发现;旅游体验叙事文本的核心语言符号关乎浪漫故事与诗意天堂,重点叙述了人间天堂的浪漫故事。杭州西湖景区营销文本应充分吸收文化传播文本中面向世界与未来的语言符号叙事,以及旅游体验文本中有关幻想与诗意的语言符号叙事。

The texts of scenic area marketing,culture communication and tourism experience constitute three important aspects of the current cultural landscape narratives in the West Lake of Hangzhou. This paper aims to make an analysis on the content features and meaning associations of linguistic signs in terms of the three types of narrative texts through text mining technology.The study show s that key linguistic signs in the texts of scenic area marketing relate to emperors,classic sights and contemporary constructions,w hich in great part narrates the historical formation and current development of the cultural landscape in the West Lake of Hangzhou; key linguistic signs in the texts of culture communication relate to local finding and international promotion,w hich mainly describes the re-finding of the culture in the West Lake of Hangzhou under international perspective; and key linguistic signs in the texts of tourist experience relate to romantic stories and poetic paradise,w hich mainly tells the romantic stories in an poetic paradise. Generally speaking,the scenic area marketing texts should fully take in narratives of linguistic signs about w orld and future in culture communication texts,and those about fantasy and poetry in tourism experience texts.