互联网时代的旅游地视觉表征:多元建构与循环  

The Visual Representation of Tourism Destinations in the Internet Era:Multiple Constructions and Circulations

作　　者：黄燕[1] 赵振斌[1] 褚玉杰[1] 张铖[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710119

出　　处：《旅游学刊》2015年第6期91-101,共11页Tourism Tribune

基　　金：国家自然科学基金项目"西部乡村旅游社区多义空间构成与互动机理研究"(41171126);教育部人文社科基金项目"西部民族社区旅游开发中妇女参与与精英化问题研究"(10YJA840061)共同资助~~

摘　　要：文章以贵州各官方网站和曾游览过贵州的游客发表在网络上的摄影照片为研究样本,采用NVivo质性分析法、图片内容分析法及符号学方法,借助NVivo 10,Ucinet 6和SPSS20.0等软件,探寻官方网站通过摄影照片表征的旅游地意象与游客感知表征意象间的异同点。研究发现:两类照片的内容要素在10个节点类目上都存在显著的统计学差异,通过可视化方法构建的偏好照片组合模型也表明两类照片存在诸多不同;其后对地方标志形象的符号学探究则显示官网与游客对旅游地的表征又存在一致性,但这种一致并不是绝对的,两类照片背后隐含的意识心理与话语形态截然不同。总体来说,研究案例只在局部支持了Urry的表征圈循环,主要体现在游客对自然风光类照片的拍摄上。同时发现随着互联网上自媒体的发展,政府及目的地营销商已不再成为表征的唯一渠道,多样化的体验与表征生产已然使得Urry的单一群体表征循环演化成了多群体共同介入的多元建构表征循环。Photographs play paramount role in visual representation of tourism destinations, partially because tourism involves a uniquely visual experience. Photography and mass tourism emerged at around the same time, and both are now recognized as being part of the everyday life of ordinary people. The link between photography and tourism was fostered by the Kodak Corporation, which encouraged people to go on vacation and bring back pictures of exotic peoples and places by running advertisements with tag lines such as ＂a holiday without a Kodak is a holiday wasted.＂ From a traveler＇ s perspective, photographs confirm that the traveler has physically visited a place and provided evidence that they experienced some form of authentic, exotic, or ＇other＇ life. From a destination marketing organization＇ s perspective, photographs are the result of an ＂active signifying practice in which media- makers select, structure, and shape what is going to be registered on film and further alter and edit what is eventually printed.＂ Since the late 1990s, after the international human geography academia experienced a ＂cultural turn,＂ many western scholars began to use a variety of research methods to explore the human visual experience. Their major conclusion is that the destination is the result of visual representation and is socially constructed. Meanwhile, the tourist experience is also socially constructed. The ubiquitous images of the tourism destination continue to guide tourists＇ appreciation of the scenery, how to take pictures, and even how to produce the ＂right＂ emotions. The sample used in this research included online photos posted on the official websites of Guizhou Province and by tourists who had visited Guizhou Province previously. We used NVivo qualitative analysis, content analysis, and semiotic analysis methods to explore whether there are differences between tourism destination images constructed and represented by the official websites and the images perceived and represented by tourists.

关 键 词：旅游照片 视觉表征 贵州旅游 NVivo 10 

分 类 号：F590[经济管理—旅游管理]