基于多模态话语分析的旅游目的地生态形象建构研究

Constructing ecological tourist destination images based on multimodal discourse analysis

在数字化时代,旅游官网成为推介目的地旅游资源、构建旅游形象的新媒体模式之一,其旅游话语也传递出相关社会活动者的价值观和意识形态。本研究在“多元和谐、交互共生”的哲学观指导下,结合多模态话语分析,构建出视觉分析框架,对北京旅游官网上的文化旅游、休闲旅游、历史旅游、建筑旅游和宗教旅游五种旅游类型的视觉符号资源进行综合分析。研究结果表明,该网站旅游话语构建了和谐、绿色、吸引人的旅游目的地形象,并传递了以人为本、和谐共存的生态价值观,勾勒出人与自然、人与社会相互交融、共同发展的生态关系,讲述了北京旅游的视觉生态故事。本研究为网站话语的多模态分析提供了新框架,并为我国旅游业在构建生态大国形象及提高国内外传播水平方面提供启示。

Tourism official websites have become one of the new media models for promoting destination tourism resources and constructing destination image in the digital age.The website tourism discourse also conveys the values and ideology of the concerned parties.This study integrates the ecosophy of"Diversity and Harmony,Interaction and Co-existence"into multimo-dal discourse analysis to construct a visual analytical framework.It conducts a comprehensive analysis on the visual semiotic resources of the five tourism types from the official Beijing Tourism website,including cultural tourism,recreational tourism,historical tourism,architectural tourism and religious tourism.The analysis shows that the investigated website tourism dis-course constructs an eco-friendly and attractive destination image through a multiplicity of tourist resources.Meanwhile,it also delivers ecological values of people-orientedness and harmonious coexistence in narrating a visual eco-story of Beijing where man,society and nature coexist in harmonious terms.This study provides a feasible analytical framework for the multimodal a-nalysis of website discourse,and offers empirical implication for Chinese tourism industry to improve national and international communication and construct the national image of an ecological power in the world.