微电影与宣传片:旅游形象视频表征内容分析与结构研究  

A Structure Comparison between Tourism Short Films and Promos Based on Content Analysis

作　　者：程德年[1] 周永博[1] 魏向东[1] 

机构地区：[1]苏州大学社会学院旅游管理系,江苏苏州215123

出　　处：《旅游学刊》2015年第10期109-121,共13页Tourism Tribune

基　　金：教育部人文社会科学研究基金一般项目(14YJCZH229);国家旅游局旅游业青年专家培养计划国家社会科学基金项目(12CJY087);国家自然科学基金项目(41261029);苏州大学自然科学基金项目;吴江旅游局委托项目联合资助~~

摘　　要：微电影和宣传片是旅游目的地形象传播的重要工具。伴随信息技术的不断进步,旅游营销越来越重视视频表征内容的营销传播功用;然而到目前为止,对旅游微电影和形象宣传片内容结构的研究还非常有限。近年来,不少江南古镇重视制作和传播反映旅游目的地形象的视频短片,同里和南浔先后斥资制作旅游微电影和形象宣传片,堪称旅游形象视频短片制作传播的典型实践。研究选取这两个古镇的旅游形象视频短片作为研究对象,基于建构主义扎根理论方法,对两个短片的解说词文本与图像视觉表征进行分析、比较和评估。结果表明:首先,江南水乡古镇旅游微电影和形象宣传片的内容结构基本符合旅游目的地形象"认知-情感-意动"三联结构以及旅游目的地意象"地脉-文脉-功能"三维耦合结构;其次,两部旅游形象视频短片在认知属性均衡和情感属性塑造方面存在缺陷。研究对旅游形象视频短片表征内容结构优化提出了具体的建议。Tourism destination images cannot be projected successfully without effective communication tools. The combination of traditional and new media provides a wide platform for improving the dissemination of tourism information. Short tourism films and promos （movies and moving stills produced by shooting, recording, editing, music） and other processes are effective tools to produce attractive images of tourism destinations. However, there are still only a few comparative studies of short tourism films and these are generally simple. In particular, there are few exploratory analyses of the content and structure of short tourism films and promos. Existing research overemphasizes the impact of tourism videos. In the social media age, commercial tourism discourse has the largest audience; therefore, the need for research in this field is constantly increasing. To fill in this research gap, in this paper we review the literature about tourism destination image-based communication. The literature review generated some interesting findings; for instance, the current research stresses the value of surface information, but neglects the reasons for this phenomenon. The present research studies Tongli and Nanxun, which are ancient water towns in the southern Yangtze delta of China, to explore this problem further. The famous ancient water towns of Tongli and Nanxun are attractive tourist destinations for both Chinese and foreign tourists. For analyzing and comparing the similarities and differences between the short tourism films and promos, our analyses were divided into two stages focusing on the commentary texts and images from two types of tourism movies. We used the qualitative analysis software, NVivo8, as a supplementary tool, and strictly followed a grounded theory approach in our analyses. The results showed that although there were partial differences, short tourism films and promos still shared a similar content structure. They both had the functional, spatial, and temporal tourism characteristics of natural res

关 键 词：旅游形象 微电影 宣传片 古镇 内容结构 

分 类 号：J905[艺术—电影电视艺术] F590[经济管理—旅游管理]