视觉表征下丽江旅游意象对比研究——基于中西方游客拍摄照片差异分析

A Comparative Study of Lijiang Tourism Image Under Visual Representation:Based on the Photography of Chinese and Western Tourists

留下照片或视频是现代人参加旅游活动不可缺少的一部分。该研究用Nvivo和Ucinet等软件对国内外游客在互联网上传的有一定代表性的云南丽江照片进行分类与整理,并利用文献研究法和质性分析法进一步分析照片表现的旅游意象差异性。结果表明:(1)国内外游客由于文化背景不同,旅游照片的特征具有明显统一性与差异性。(2)节点要素差异分析存在异同,国内外游客均偏好摄影自然景观。差异之处在于国内游客偏好的是丽江特色的旅游支持系统、身穿特色服饰的人物、当地的民族非物质文化以及动植物,而国外游客对对丽江独特的建筑古镇、具有差异的当地生活、绚丽多彩的衣饰、体现当地文化的民俗表演及历史文物遗迹等情有独钟。(3)从国内外聚合意象地图分析,国内游客在拍摄图片时多与旅游基础设施、旅游纪念品店、其他游客或当地居民、植物或者动物以及民族非物质文化等组合展示。而国外游客在拍摄图片时更加偏好搭配当地民居生活、古镇、衣饰、特色民俗表演等具有特色的社会文化场景。

Photos or videos taking is an integral part of modern travel.Experiencing travel through photos is a unique visual experience.This article uses software such as NVIVO and UCINET to sort and sort out the representative photos of Yunnan Lijiang uploaded by domestic and foreign tourists on the Internet,furthermore,the paper analyzes the differences of the tourist image in the photos by using the methods of literature research and qualitative analysis.The results show that:(1)the characteristics of tourist photos have obvious unity and difference due to different cultural backgrounds.(2)there are similarities and differences in nodal element analysis,and tourists both at home and abroad prefer photography of natural landscape.The difference is that domestic tourists prefer Lijiang’s unique tourism support system,people wearing distinctive costumes,local non-material culture,and animals and plants,foreign tourists are drawn to Lijiang’s unique architectural towns,diverse local life,colourful costumes,folk performances and historical relics.(3)according to the analysis of the image map,domestic tourists usually display the pictures with tourism infrastructure,tourist souvenir shop,other tourists or local residents,plants or animals,and national intangible culture.Foreign tourists prefer to take pictures with the local residential life,ancient town,clothing,folk performances and other characteristics of the social and cultural scenes.