家喻户晓能否门庭若市?“网红城市”旅游形象符号演变与圈层结构研究

Whether Well-Known Attractions Drive People to Visit?Research on the Evolution of Tourism Image Semiotics and Circle Structure of“Internet-Famous City”

社交媒体影响与日俱增,旅游城市形象传播路径与内容日益多元化。文章从符号学视角出发,基于“主-客”视角,运用LDA主题模型对“需求方”——典型“网红城市”(重庆)2012—2021年游客网络游记进行分析,结合“供给方”——旅游城市官方发文与热点事件,探究旅游目的地形象传播与旅游者感知热度变化的关系,提出并解析“核心层-中间层-边缘层”旅游符号圈结构。研究发现:“网红城市”旅游符号可分为参与体验、观光游览、文化知识、情感4种类型,参与体验型与观光游览型旅游符号游客感知热度较高;“网红城市”形象传播主要通过影视、综艺等媒介与明星/网红同款打卡驱使旅游者产生网络亚文化行为(“网红打卡”)并吸引潜在消费群体;在“核心层-中间层-边缘层”旅游符号圈结构中,观光游览型与文化知识型旅游符号主要分布于核心层与中间层,参与体验型旅游符号处于中间层和边缘层,情感型旅游符号位于边缘层与核心层。其中,边缘层旅游符号更能有效激发旅游者关注与认同,是旅游城市形象优化的重点路径。

The influence of social media is increasing,and the channels and contents of tourism city image communication are becoming increasingly diversified.From a semiotic perspective,this article used the LDA topic model to analyze Chongqing's travelogue data from 2012 to 2021 on the“demand side”,combined with the official publications and hot events of tourist cities on the“supply side”to explore the relationship between destination image communication and the change in tourists′perceived enthusiasm.This study also proposed and analyzed the tourism semiosphere structure of“core layer,middle layer,and edge layer”.The results show that:1)The tourism symbols of“Internet celebrity cities”can be divided into four categories:experiential tourism symbol,sightseeing tourism symbol,cultural knowledge tourism symbol,and emotional tourism symbol.Experiential tourism symbol and sightseeing tourism symbol tourists have higher perceived enthusiasm.2)The image communication of an“internet-famous city”is mainly generated through media symbols and action symbols,which lead to the creation of tourists'online subcultural behavior and attract potential consumers.3)In the tourism semiosphere structure of“core layer,middle layer,and edge layer”,the categories of sightseeing and cultural knowledge tourism symbols are mainly distributed in the core and middle layers,the categories of experiential tourism symbol is in the middle and edge layers,and the emotional tourism symbol is in the edge and core layers.Among them,the edge layer tourism symbol can more effectively stimulate tourists'attention and recognition,which is the key path to optimize the image of tourism cities.