“天山天池”旅游品牌的建构与解读

Construction and Interpretation of Tianshan Tianchi Tourism Brand

依据符号吸引理论,从旅游品牌符号编码、解码到发码的3个过程对"天山天池"旅游品牌符号的构建、感知和传播进行符号学分析。研究发现,"天山天池"通过命名、构建框架和精品展览及景观神圣化实现旅游品牌符号的编码;游客通过亲身经历对"天山天池"旅游品牌符号进行解码;社会媒介、官方宣传与游客分享实现旅游品牌符号的发码。通过对"天山天池"旅游品牌符号的构建与游客解读研究,得出以下结论:(1)品牌符号的编码、解码和发码对于旅游品牌建设具有重要的意义;(2)理解游客对品牌符号的解读,是旅游品牌构建的一个重要环节;(3)旅游品牌的构建是一个循环系统,通过收集游客反馈信息,对旅游品牌符号的编码和传播做出相应的调整,打造旅游独特的旅游品牌,提高旅游知名度和认知度。

This paper makes a semiotic analysis on the building, perception and spreading process of Tianshan Tianchi, based on Semiotic Attraction Theory. Tianshan Tianchi finishes the coding of its tourism brand sign through the process of naming, framing, elevation, as well as enshrinement; tourists came to visit Tianshan Tianchi, which makes up the decoding process of tourism brand sign; tourism brand signs＇ spreading gets achieved by social media, officiat promotion and tourists＇ sharing. Through the study, the paper finds that： （1） the process of tourism brand sign＇s coding, decoding and spreading plays an important part in tourism brand construction; （2） understanding the perception of tourists is essential in the process of tourism brand system; （3） the building of tourism brand sign is a circulatory process. Tourism destination needs to collect tourists＇ perceptions, thus make adjustments in coding and spreading of tourism brand signs, to build unique tourism brand, as well as improve the attraction and recognition of the tourism destination.