旅游地形象视觉表征的二元建构及比较

Dural construction and comparison of visual representation of destination tourism image

以河南少林寺为案例地,以旅游地官方与游客在互联网上发布的旅游图片为研究样本,利用NVivo10质性编码的方法获取不同主体表征的旅游地形象特征词,并采用卡方检验和共现网络法,分析比较目的地官方与游客表征的旅游地形象。研究发现:目的地官方和游客在对少林寺旅游形象的视觉表征中存在较大差异,官方照片侧重表现少林寺优美的生态环境与僧众生活的"后台空间";游客则侧重对少室山的自然风光进行视觉表征,对后台场景几乎没有感知。采用视觉叙事话语分析方法探索了旅游地形象的意义生产及其背后隐藏的权力关系。

Destination image is constructed and managed by destination marketing organizations. However, with the developments of Web 2.0 applications and the popularity of travel photography, tourists have been presented with previously unimaginable opportunities to communicate destination tourism information, becoming one of the most important subject of destination image representation. Taking Shaolin Temple as a case, the pictures from the ShaoLin Temple official websites and social websites are collected, and these two groups of photos are compared with NVivol0 qualitative analysis, co-occurrence network methods and chi-square test. It was found that there are significant differences between tourism destination images constructed and represented by official websites and the images perceived and represented by tourists. The official images tend to show beautiful ecological environment and monks＇ life of Shaolin Temple, whereas tourist images appear to represent the landscape of Sanhuang Village, and background scene is rare in photos from tourists. Discourse analysis is used to explore the diverse meaning of these pictures, hoping to contribute to the further development of cross-disciplinary discourse.