旅游目的地营销视角下地方美食形象传播研究——以粤港澳大湾区的江门为例

Research on Image Communication of Local Cuisine from the Perspective of Tourism Destination Marketing:A Case Study of Jiangmen in the Greater Bay Area of Guangdong,Hong Kong and Macao

美食是游客目的地体验的重要组成部分。各种烹饪方法和色彩鲜艳的食材融合在一起,创造出具有特定风味的地方特色美食。文章的主要目的是了解如何将美食用于旅游目的地营销中。通过对江门美食官方宣传材料中的视频、照片和文字的内容分析,提取出相关数据。结果显示,通过照片分析得出7个类别,其中美食特写照片数量最多;通过文本分析确定了9个类别,感官吸引力位居榜首,其次是健康养生。江门目的地管理者对当地美食的视频、照片和文字描述的细节选择特别讲究。营销宣传材料可以刺激需求,并帮助游客预测他们在目的地旅游时可以体验的饮食类型,同时有助于塑造目的地品牌形象,并对如何打造与传播鲜明的地方美食形象提出了建议。

Local cuisine plays an important role in tourists′destination experience.Various cooking methods and colorful ingredients are combined to create local specialties with specific flavors.The main purpose of this study is to understand how to use cuisine in the tourism destination marketing.The content of the videos,photos and texts in the official promotional materials of Jiangmen cuisine were analyzed to extract relevant data.The results showed that seven categories were identified through photo analysis,with the largest number of close-up photos,while nine categories were identified through text analysis,with sensory attraction topping the list,followed by health and wellness.Destination managers in Jiangmen are particular about the details of videos,photos and text descriptions of local cuisine.Marketing materials can stimulate demand and help travelers predict the type of food they will experience at the destination.It also helps shape the brand image of the destination,and put forward suggestions on how to create and spread a distinctive image of local cuisine.