波士顿国际马拉松旅游形象建构与意义表达及启示

Tourism Image Construction,Signifi cance Expression and Inspirations of Boston International Marathon

采用文献资料法、个案研究法与对比分析法,基于对波士顿国际马拉松赛事与城市旅游形象互动发展案例的剖析,揭示马拉松赛事与城市旅游形象建构的过程机制,提炼归纳促进互动发展的路径。研究认为,波士顿国际马拉松旅游形象建构实质上是借助赛事符号化生产与文化表征方式,将赛事价值内化于城市形象,赋予城市旅游特殊的价值与意义。通过价值观念、制度安排和组织协同三个层面,构建波士顿国际马拉松赛事的城市旅游形象表达路径,创新马拉松赛事作为城市旅游事件的内容。提出聚焦内化马拉松赛事与城市文化形象链接关系、以特色化城市赛事旅游感知体验为核心吸引力以及将赛事打造成为城市可持续性发展的旅游事件等路径。

By using the methods of the literature review,case study and comparative analysis,based on the analysis of the interactive development cases of Boston International Marathon and the urban tourism image,this paper revealed the process mechanism of marathon event and city tourism image construction,and summarized the path to promote interactive development.According to the research,the tourism image construction of Boston International Marathon is essentially to internalize the value of the event into the city image by means of the symbolic production and cultural representation of the event,endowing the city tourism with special value and signifi cance.Based on the three levels of values,institutional arrangement and coordinating,this paper constructed the city tourism image expression path of the Boston International Marathon,and innovated the marathon competitions as the contents of city tourism events.The author put forward some approaches,such as focusing on the link between marathon and city cultural image,taking the tourism perception and experience of characteristic city events as the core attraction,and building the event into a tourism event for sustainable development of the city.