跨文化视野下的旅游地形象影像传播策略分析——以桂林为例

A Cross-cultural Analysis of Visual Communication Strategies of Tourism Destinations' Images——Taking Guilin as an Example

通过调查桂林旅游影像传播现状,对现有的桂林旅游品牌推广中的影像传播作品进行分析比较,本研究试图构建跨文化影像传播的有效范式,并引鉴国内外知名的旅游影像传播方式,对桂林旅游影像传播策略进行探索创新,以期更好地促进桂林这一旅游地品牌的形象推广和文化传播。

With an attempt to pursue an effective mode for cross-cultural visual communication, the study com- pares and analyzes the visual communication products in the brand marketing of Guilin tourism. Meanwhile , the study refers to some visual communication modes of tourism from both home and abroad in its exploration of creative strategies for cross-cultural visual communication, aiming to improve Guilin＇s image marketing and cul- tural communication.