旅游目的地意象的游客感知及形成过程——基于符号学理论视角

Study on Tourists’Perception of Tourism Destination Image and Its Formation Process:Based on Semiotic Theory Perspective

基于符号学理论视角,选择贵州西江千户苗寨作为案例地,运用隐喻抽取技术探讨旅游目的地游客感知意象及其形成过程。结果表明:(1)旅游目的地意象是一个包含意象符号“再现体”“对象”和“解释项”等子系统在内的复杂系统,通过对自然符号、人为符号和社会符号的审美关照,游客在心中构建起一个“让人心向往之的人间仙境”“历史悠久的地方”和“令人感动的苗家人”的完整意象;(2)游客感知视角下旅游目的地意象的形成可视为景观符号化的过程,游客经由身体参与,与旅游目的地各类景观符号进行互动,解读符号的意义并形成对意象的感知和认识,此过程中,游客的文化背景、族群经验、知识结构、生活阅历和共情等因素均产生影响;(3)隐喻抽取技术与符号学分析思维具有互通性,该方法非常适用于旅游目的地意象的分析,可为未来研究提供参考和借鉴。

Currently,there are few theoretical studies focusing on the tourists’perception of tourism destination image and its formation process.Based on the theory of Semiotics,this study takes XiJiang Qianhu Miao Village as the case,and uses Zaltman metaphor elicitation technique to explore the above problems.The results revealed that:(1)Destination image is a complex semiotic system including some subsystem like“representamen”,“object”and“interpretant”.By gazing at natural,man-made,and social symbols,tourists build up an integrated destination image-“a fairyland on earth which people yearn for”“a place with a long history”and“a touching Miao family”.(2)The formation of destination image from the perspective of tourists’perception can be regarded as the process of landscape symbolization.Tourists interact with various landscape symbols through physical participation,interpret the meaning of symbols and create the perception and recognition of destination image.In addition,factors such as tourists’cultural background,ethnic experience,knowledge structure,life experiences and empathy will have an important impact on the interpretation of symbols.(3)There is interconnection between Zaltman metaphor elicitation technique and semiotic thinking.This method is suitable for the analysis of destination image,which can provide reference for further research.