文化软实力视域下旅游对外传播研究——以黄山市入境旅游为例

A Case Study of Overseas Publicity of Huangshan Inbound Tourism in View of Cultural Soft Power

文化软实力在国际上越来越受到重视,文化软实力是一个国家整体实力的重要组成部分,而入境旅游是文化软实力传播的重要途径之一。黄山市的入境旅游市场繁荣,对于文化软实力的传播负有特殊使命,基于此对古村落、古祠堂、古牌坊、古豪宅等代表性景观提炼出优秀传统文化的"符号"。景观蕴含的丰富文化,只有对旅游者形成强大的吸引力与认同感,才能够形成软实力,因此要重视研究旅游对外文化传播的策略,首先传播者应具有国际传播意识,其次景点与产品开发应适应国际传播需要,再次要重视多元化对外传播渠道的建设。

Cultural soft power, a significant part of the national power,has been getting more and more attention throughout the world,while inbound tourism is an important way to spread it. As for Huang shah city, the market of inbound tourism, which shoulders the fate to spread the cultural soft power, is flourishing. In this article, a ＂sign＂ of outstanding traditional culture has been drawn out of represen tative scenic spots, such as villages, honorific arches, ancestral halls and mansions that remain from the ancient times. The abundant culture embodied in these scenic spots shall not become soft power until they strongly attract and are acknowledged by the tourists. Therefore, the study on the tactics of over- seas publicity of tourism should be taken seriously. Those in charge of it should be aware of international communication, and the scenic spots and development of products must adapt to the need of international communication. What＇ s more, the construction of diversified ways for overseas publicity needs to be taken into consideration as well.