旅游凝视理论下枣庄仙坛山温泉小镇形象建构研究

The Research on the Image Architecture of Xiantanshan Hot Spring Town in Zaozhuang under the Theory of Tourist Gaze

基于“旅游凝视”理论,运用访谈法与网络文本分析法,分别从东道主与游客双重视角,深入分析枣庄仙坛山温泉小镇的形象建构作用,以期推动案例的形象建设,并对温泉旅游目的地形象建设提供借鉴。研究认为,东道主通过旅游凝视物、媒体表征传播、反凝视旅游者感知,共同建构旅游地形象;旅游者通过凝视景观,以亲身体验积累认知印象与情感印象,形成整体形象,将凝视记忆利用媒介传播出去,综合完成对旅游地形象的建构与再建构;东道主的“反凝视”与游客对旅游目的地的“再建构”形成双向互动,共同作用于旅游目的地形象。

Based on the theory of“tourist gaze”,this article uses interview and online text analysis methods to analyze the image construction role of Zaozhuang Xiantan Mountain Hot Spring Town from the dual perspectives of hosts and tourists,in order to promote the image construction of the case and provide reference for the image construction of hot spring tourism destinations.Research suggests that tourists accumulate cognitive and emotional impressions through gazing at the landscape and forming a holistic image through personal experience.They then use media to spread their gaze memories and comprehensively construct and reconstruct the image of the tourist destination.The hosts’“anti gaze”and tourists’“reconstruction”of the destinations form a two-way interaction,jointly affecting the image of the tourist destination.