旅游外宣的人际意义评价探究  

The Evaluation on External Publicity of Traveling

作　　者：李剑霞[1] 周鑫琴[1] 

机构地区：[1]东华理工大学,江西南昌330013

出　　处：《湖北函授大学学报》2017年第21期77-79,共3页

基　　金：江西省社会科学规划项目"评价理论视角下旅游广告语篇人际意义建构研究"研究成果(项目编号:13YY07)

摘　　要：旅游外宣评价作为外宣话语分析与语篇分析的一种重要理论工具,重在关注语篇中一些可协商的宣传态度。本文以保定市近年旅游外宣为例,依据评价理论以及三个理论下子系统的系统分析,结果从中发现,其人际意义评价十分丰富,尤其在突出景观特色与人文遗产特点方面下足了功夫,对旅游受众群形成一定的视觉与听觉冲击,起到了独到性的影响作用,相对传统景区不太景气的现状显得弥足珍贵。但在其评价对象、评价手段与受众群定位中不甚明朗,一定程度上影响到外宣成效,也有待进一步完善。Traveling evaluation as the theory of the analysis on external publicity, focuses on some negotiable attitudes. This article takes external publicity in Baoding as an example, and analyzed based on evaluation theory and sub - system and found out that the publicity on people＇s mind could have some special effect on tourists thought , compared with the depression on traditional travel. However, the evaluation objects, methods and audience are not clear, which could affect the overcome in some way and need to be solved.

关 键 词：旅游外宣 理论评价 人际意义 

分 类 号：F59[经济管理—旅游管理]