异质想象与旅游凝视:旅游评价网站的视觉再现信度——以TripAdvisor的中外游客摄影图片为例

Heterogeneous Imagination,Tourist Gaze and the Reliability of Visual Representation of Tourism Evaluation Websites:Take TripAdvisor’s Photographs of Chinese and Foreign Tourists as an Example

摄影是现代游客凝视的核心,而旅游摄影图片是旅游者对目的地的视觉表征。文章从UGC旅游评价网站"TripAdvisor"(猫途鹰)中的外国和中国游客所开展的中国异质性想象切入,考察在旅游经历构建过程中,中外游客对首都北京这一旅游目的地的视觉再现之"情态"问题。情态可以用于描述图像生产再现现实的"真实程度",即"再现信度"。通过对旅游目的地的凝视分析,可以获知中外游客对北京的视觉构建的偏向性,以及他们对旅游目的地认知的社会结果。研究发现,外国游客从寻找差异出发,再现北京与西方现代生活的差异,侧重再现传统的"老北京",而中国游客则相反。其次,外国游客再现的北京情态更高,中国游客展现的情态更低。此外,外国游客摄影图片展示的权力关系体现了更高的心理姿态与更远的社会距离,而中国则试图拉近与北京的地位关系,并展示了更亲近的心理距离,体现了更高的"卷入度",对观者提出了更深程度的召唤。数字时代,作为内容生产者的用户,其定义和制造有关"真实"和"美"的标识能力在显著提升。

Photography is the core of the tourists gaze,and travel photography pictures are the visual representation of the destination.This paper starts with the imagination of Chinese heterogeneity carried out by foreign and Chinese tourists on the UGC tourism evaluation website“TripAdvisor”,and investigates the“modality”of Chinese and foreign tourists’visual representation of Beijing the capital in the construction of tourist experience.Modality can be used to describe the“degree of truth”that the image production reproduces reality.Through the analysis of the tourist gaze,we can learn about the Chinese and foreign tourists’bias towards the visual construction of Beijing,as well as the social results of their perception of the tourist destination.In the digital age,the ability of users,as content producers,to define and create logos related to“truth”and“beauty”is increasing dramatically.