旅游纪念品符号化生产与再生产——以美国黄石国家公园纪念品为例

Symbolic Production and Reproduction of Tourist Souvenir——Take the Souvenirs of Yellowstone National Park as an Example

通过在美国黄石国家公园实地调研、网络文本信息搜寻、对同游者以及随机抽取去过该地并购买过纪念品的游客进行现场和网络访谈,发现:旅游纪念品对购买者有着记忆、证明等意义,是经由供给者与购买者两个不同实体,在不同阶段对其符号化意义的生产与再生产;旅游纪念品符号化意义生产过程中,再生产必须以初次生产的成功为基础。也就是说:旅游纪念品供给者和购买者必须首先将旅游纪念品符号化为“旅游目的地形象”,之后,纪念品购买者再基于自身需求符号化为记忆、证明等意义,这一过程是连续的、递进的;纪念品购买者周边的微社会群体对旅游纪念品记忆、证明等意义具有增强作用。

The symbolic production and reproduction of tourist souvenirs has been investigated through the field work in Yellowstone National Park in the United States.The online-information searches and the on-site or online interviews have randomly taken with tourists who have visited the national park and purchased the souvenirs.The results showed that the souvenirs contain some meanings to the tourist including memories,certifications and so on.It is the symbolic production and reproduction in different stages via suppliers and buys.Secondly,in the production process of symbolic meaning of souvenirs,the success of initial production is the foundation of the reproduction.That is,the souvenir supplier must turn the meaning of souvenirs into the“tourist destination image”and the buyers in turns can transfer that meaning into the“memory certification”etc.according to their own needs.The whole process is continuous and progressive.At last,the micro-social groups around the buyers of souvenirs play an important role in enhancing the meaning of souvenirs.