社交网络背景下目的地形象再生产——中国台湾的案例研究

Reproduction of Destination Image Based on Social Networking:An case study of Taiwan

社交网络的兴起引起了旅游目的地形象的重构。以台湾为案例,对官方网站和穷游网上发布的用户照片进行内容分析,探讨台湾的形象是如何被重新建构的。研究表明,营销机构与社交网络在构建目的地形象方面存在较大差异,这种差异表现在对目的地展示的内容、形象的区域分布及展示目的地的视角等方面。社交网络中由用户自己生产出的大数据所构建出来的复杂、多元和散乱的旅游目的地形象,实际已经蕴含了用户对于旅游目的地的期望、满意度等重要因素,这为目的地进行更加精确的营销提供了可能性。最后,呼吁加强中国大陆自己的旅游社交网络建设,维护中国大陆消费者的信息安全,并建议旅游目的地与社交网络运营机构的深度互动与合作。

With the development of new media and communication technologies in recent years, more and more users share infor- mation through the internet, making a brand new media of communication. In this situation, travelers＇ information is valuable for building a destination image. Tourism destination image plays an important role for the development of a place which means it is worth to be researched. Since the previous research about destination image is all based on the analysis of text, this time the au- thor started from the visual perception to figure out the difference between DMO and UGC photos of Taiwan in order to find out how tourists reconstruct the destination image. As the result, the objectivity of DMO photos and subjectivity of UGC photos make great impact on the development of Taiwan＇s destination image and the promotion of traveling. The DMO tends to highlight the natural landscape, architecture and urban landscape in Taiwan. The UGC also highlights the natural landscape and architec- ture. But the image of urban landscape is replaced by local food. At the same time, we discovered that the destination image crea- ted by the DMO is more concentrated, yet the UGC creates more disperse destination image. Besides, the attribute of regional balance is significant in DMO＇s content which means it display every region＇s image in Taiwan. But in contrast, UGC shows sig- nificant unequal image within Taiwan, reflecting some regions attract much less travelers than other regions in the island. In this case, tourists tends to focus on Taipei, Kaohsiung, New Taipei City, Pingtung and Taitung. But the images of Taoyuan, Hsin- chu City, Miaoli, Changhua and Yunlin are much less. The visual perspectives of creating destination images are also different be- tween DMO and uGC. DMO usually uses exaggerated photos to display the destination image through single content. Yet UGC photos show the image from the aspects of ＂observer＂ or ＂photographer＂, which are richer and more vivid. In addition, these UGC images are full of the creators＇ personality. According to this result, this research also finds out the reasons and gives some advice for refreshing the destination image. In the social network, different users create their own destination images through complex and multicultural aspects, which improves the precision of destination marketing. This article aims to raise the attention on the construction of tourist social network in China, the maintenance of information security of consumers as well as the advice to strengthen the cooperation between tourism destination and social network.