海岛的嬗变:官方话语中的海南旅游形象研究

The Transmutation of an Island:A Study on Hainan’s Tourism Image in Official Discourse

海南旅游形象是中央对海南发展战略定位和海南地方自我构建互动下的产物,在不同时期存在差异。通过对1980年至2018年期间的海南人民政府网、海南国际旅游岛官网、《人民日报》和《人民画报》等权威文献的梳理分析,聚焦国家和海南省政府作为行动主体对海南旅游形象的构建,运用文献研究和话语分析的方法对不同时期的海南旅游形象进行了分析。在海南形象的不断转型过程中,官方始终是主导的推动力量。从最初的贫穷岛到梦想岛、休闲岛,再到开放岛,官方将海南的自然优势重新整合起来,塑造了今日的海南旅游形象。

The image of Hainan tourism is shaped by the Central Committee’s strategic positioning and Hainan government’s construction,and it has undergone changes over time.This essay applies literature research and discourse analysis to study Hainan tourism image in different stages based on the authoritative texts in the website of the People’s Government of Hainan Province,the website of Hainan International Tourism Island,People’s Daily,and China Pictorial from 1980 to 2018.From a poor island to a dream island,a leisure island,and even an open island,the Central Committee and the Hainan government have always been the dominant driving force that have re-integrated its natural advantages and shaped its image successfully.