基于中美省、州旅游官网的图片使用比较研究

A Comparative Research on Tourism Official Website Pictures of the Province and the State in China and the United States

图片是旅游网站信息传达的重要元素。以中国和美国省、州政府官方旅游网站为研究样本,以网站首页页首使用图片为研究素材,采用内容分析方法对图片数量、内容和表达方式进行比较,以探求异同获取借鉴。比较结果表明:(1)中国与美国官方旅游网站中旅游图片使用数量差别不大,但选取图片的自然和人文主题比例、景观与场景类比例、游客主题体现、游客参与性体现、内容表达方式等方面具有明显的差异;(2)美国体现人文景观、场景、游客主题、参与性主题、局部特写的图片比例远高于中国,体现出美国游客更注重人文景观、人的参与和深度旅游体验的市场特征。美国官方旅游网站图片使用对我国旅游官网图片选择与编辑设计具有启发意义。

The picture has become an important factor of tourism websites to communicate information. This paper takes government official tourism website of province in China and the state in the United States as the sample, using the picture of the website homepage header as the research material, and com- pares the number of pictures, content and expression way in content analysis to find the difference and use them for reference. The results are as follows： （1）The tourism pictures of China and America official tourism website have little difference in quantity, but the proportion of images of natural and humanistic theme, the proportion of landscape and scene, the expression of tourists and visitors＇ participation and the way of pictures content have obvious differences. （2）The travel pictures of America is much higher than the proportion of China in humanistic landscape, scene, tourist theme, participation theme, and topo-fea- ture picture, which manifests the market characteristics of America that pays more attention to the cultural landscape, visitors＂ participation and the depth of tourism experience. America＇s official travel website images have enlightening significance on the selection and editorial design of China＇s tourism official website pictures.