跨文化互动视角下旅游目的地形象感知研究——以粤港澳大湾区为例

Research on tourism destination image perception from the perspective of intercultural interaction——A case study of Guangdong-Hong Kong-Macao Greater Bay Area

后疫情时代世界地缘政治格局深刻调整等国际不稳定性因素增多,深入理解跨文化互动对于促进国际旅游健康发展至关重要。以粤港澳大湾区为案例地,探讨外国游客与旅游目的地之间的跨文化互动结构及其对旅游目的地形象感知的影响,通过对来自14个不同国家的16位旅居大湾区的外国人进行自然主义访谈分析后发现:外国游客基于物质、社会、制度、符号四维要素与目的地互动,通过印记、对照、反思、再现4种思维程式,形成对大湾区旅游形象的综合感知。应对当前国际旅游市场消费信心不足、东道国和游客之间潜在文化摩擦风险增多等问题,大湾区国际旅游形象的建构和传播要夯实主客交往的社会基础、加快入境旅游产品升级创新、探索外国人入境旅游便利化政策、加强旅游目的地数字化营销。

With the increase of international destabilizing factors such as the profound adjustment of the world geopolitical situation in the post-pandemic era,a deep understanding of intercultural interaction is essential to promote the healthy development of international tourism.Taking Guangdong-Hong Kong-Macao Greater Bay Area as a case study,this paper explores the intercultural interaction structure between foreign tourists and destinations and its impact on destination image perception.Through naturalistic interview analysis of 16 foreigners from 14 different countries living in GBA,the results are as follows:Based on material,society,institution and symbol elements,foreign tourists interact with the destination and form a comprehensive perception of GBA tourism image through four thinking processes:impressing,mirroring,reflecting and representing.In response to the lack of consumer confidence in recent international tourism market and the increasing risk of potential cultural friction between host countries and foreign tourists,the construction and propaganda of GBA′s international tourism image should consolidate the social foundation for host-guest contact,accelerate the upgrading and innovation of inbound tourism products,explore foreign inbound tourism facilitation policy,strengthen tourism destination digital marketing.