基于视觉表征的南京旅游形象对比研究

A Difference Study on Tourism Image of Nanjing Based on Visual Representation

视觉表征使旅游照片成为承载信息和意义的文本.因此,文章以南京旅游官方网站与游客在马蜂窝社区上分享的游后照片为研究数据,以扎根理论为基础、借助Nvivo11.0等软件、采用质性分析法,对比分析了南京官方网站上摄影照片所表征的旅游地形象与游客感知的视觉表征的旅游地形象之间的差异.研究发现:官方和游客对南京旅游形象的视觉表征存在较大差异,官方网站照片着重于用独特的拍摄技巧去表现一个生态环境良好、风景优美及文化底蕴深厚的南京;游客则侧重于南京的传统建筑,历史文物遗迹,当地特色小吃及游客本身在旅游地的游玩过程.鉴于此,需要适度调整视觉表征的技巧,方式和内容,确保通过摄影与照片的快速传播来相互印证,以提升南京旅游目的地的整体形象.

Tourism is increasingly becoming a part of people’s lives,and the research on the image of tourist destinations is becoming more and more important.The development of the tourism industry under the visual representation has made tourism photos that carry information and meaning.Therefore,in this article,through the collection of Nanjing tourism official platform and post-travel tourists to share photos in the online community as the basic data for research,the use of qualitative The analysis method is based on the grounded theory,with the help of software such as Nvivo11.0 to analyze and compare the difference between the tourist destination image represented by photographic pictures on the Nanjing official website and the tourist destination image perceived by tourists.The study found that there is a big difference between the official and tourists’visual representation of Nanjing’s tourism image.Official photos focus on using a variety of unique shooting techniques to express a well-environmental environment,beautiful scenery and profound cultural heritage in Nanjing;tourists focus on the traditional buildings,historical relics,local snacks and tourists’visits in the tourist destinations in Nanjing.Based on this,it is necessary to make appropriate adjustments to the characterization techniques,methods and content to ensure the rapid propagation of photography and pictures to confirm and enhance the image of the entire Nanjing tourist destination.