话语视角下旅游目的地形象的社会建构--以杭州市为例  

The Social Construction of Tourist Destination Image from the Perspective of Discourse--A Case Study of Hangzhou City

作　　者：叶倩[1] 詹双芬 冯革群[1] YE Qian;ZHAN Shuang-fen;FENG Ge-qun(Institute of Human Geography and Urban-Rural Planning,Faculty of Geography Science and Tourism Culture,Ningbo University,Ningbo 315211,China)

机构地区：[1]宁波大学地理科学与旅游文化学院人文地理与城乡规划研究所,浙江宁波315211

出　　处：《资源开发与市场》2021年第4期505-512,共8页Resource Development & Market

摘　　要：从话语视角出发,运用建构主义分析方法分析了杭州市旅游目的地的社会建构,指出杭州旅游发展历经了“政治话语下的风景疗休养城市”、“市场话语下的天堂城市”和“市民话语下的品质生活城市”3个时段。结果发现:叙事要素从西湖的“局部视角”扩散到社会的“全景敞视”;建构方式由“去生活化”转变为“日常生活的回归”;驱动机制经“旅游外交”、“市场产业化”发展到“增长联盟”。由此,旅游目的地形象建构从外延式的营销招徕转向内涵式的身份认同,突出“杭儿风”的形象特质和生活美学。Taking the approach of constructivism,with discourse analysis,this paper identified the TDI of Hangzhou as three developmental periods:the city of scenery and recreation under the political discourse,the paradise city under the market discourse,and the city of quality life under the citizens′discourse.The results showed that:The official narratives have enlarged from the partial perspective of the West Lake to the panoptic overview of the whole society.The construction of tourism has returned from de-life to daily life.The driving mechanism has switched from tourism diplomacy and market industrialization to growth alliance.As a result,the construction of TDI has shifted from extensional marketing to essential identity,featuring the image characteristic and life aesthetic of(Hangzhou flair).

关 键 词：旅游目的地形象 建构主义 旅游话语 杭州市 

分 类 号：F590-05[经济管理—旅游管理]