旅游凝视下的现代节庆与城市形象的社会建构

Social Construction of Modern Festivals and City Images from the Perspective of Tourism Gaze

以"旅游凝视"为分析工具,从政府、当地人、游客、媒体及参节企业等不同角度的凝视来研究现代节庆的发展机理及其与城市形象社会建构的关系,结果表明:旅游凝视下的现代节庆具有经济、文化和政治三重作用力,因凝视主体不同而使得现代节庆具有不同意义。现代节庆是充满了象征的再现空间,在旅游凝视的作用下,与被社会性地重构的城市形象相关联。在网络时代,政府、居民、游客、媒体、企业等在城市事件中的市场与文化、个人与社区、传统与现代之间共同形塑城市形象的理性预期。其中,政府和媒体更具话语权,以权力塑造和支配我们对于城市形象的感知。

Based on the theory of tourism gaze, from different angles of the government, locals, media and the enterprises joining in the festivals, we examine the development mechanism of modern festivals and their relationship with the city image and social construction. Our study shows modem festivals under tourism gaze exert great impact on economy, culture and politics and that the festivals take on different meanings from the perspective of different observers. Modern festivals present a space imbued with symbols. Under the influence of tourism gaze, they are related to socially reconstructed city image. In the Internet age, the government, locals, tourists, media and enterprises all join to shape the rational expectation of the city image by striking a balance between market and culture, individuals and the community, and tradition and modernity. Among them, the government has more say. It exerts power to shape and dominate our perception of the city image.