影视剧提升旅游目的地吸引力了吗?——基于《山海情》的案例分析

Do Movies and TV Series Make Tourist Destinations More Attractive?——Case Analysis Based on"Minning Town"

影视产业与旅游业在产业性质、产业资源等方面有着天然的联动性,影视作为赋权的工具,主位诠释地域特色,旅游业与影视业的融合能实现旅游业和文化艺术事业的协同发展。文章选取《山海情》这一主旋律题材影视剧为案例,通过定量与定性研究相结合的方式,探究影视剧能否、以及如何提升旅游目的地吸引力。在定量分析上,依托社会网络分析方法,分析剧集开播前后拍摄地旅游流网络整体特征和变化,结果显示,《山海情》的播出能有效提高拍摄地旅游流量,使边缘化的景区通过影视拥有被“看见”的可能。在此基础上,基于影视旅游的内在推动机制以及传播理论对《山海情》进行进一步案例分析,从中探究了在城市化进程不断推进的过程中,主旋律色彩鲜明的影视作品《山海情》为何能打破扶贫局“破圈难”、观众“微老化”的魔咒,并推动拍摄地旅游业的发展。研究认为,《山海情》以地理景观对地域空间的重塑、以声音景观提高人物个性故事表达和贴合度、以情节凸显文化与人物特性赋予目的地以故事性,进而使得观众完成从目的地认知、情感共鸣到旅游意动的转化。

The film and television industry can be very powerful in generating the cognitive and affective image of a location,hence influencing the tourism industry of the location and region.Taking TV drama"Minning Town"as a case study,this paper analyses the changes in online tourism flow of the filming location before and after the broadcast of the TV series.The results show that the broadcast of"Minning Town"effectively increased the tourist flow in the shooting place,suggesting that the remote scenic spots can be made more salient through film and television.This paper indicates that"Minning Town",a show with a distinctive poverty alleviation theme,attracted the attention of the audience who experienced a process of economic development and urbanisation and promoted the development of the tourism industry in the shooting place by establishing this emotional resonance.The findings provide implications for the research and development of film and television tourism.