大湘西旅游目的地形象的多维话语特征与建构策略  

Multidimensional Discourse Features and Constructive Strategies for the Tourism Destination Image in Western Hunan

作　　者：刘瑛 LIU Ying(College of Foreign Languages,Jishou University,Jishou 416000,China)

机构地区：[1]吉首大学外国语学院,湖南吉首416000

出　　处：《湖南工程学院学报（社会科学版）》2023年第1期58-64,共7页Journal of Hunan Institute of Engineering(Social Science Edition)

基　　金：湖南省社会科学成果评审委员会立项资助课题“多模态视角下武陵山区文化对外传播和旅游推介的对策研究”(XSP19YBZ046)。

摘　　要：语言是投射和感知旅游目的地形象的重要工具。旅游目的地形象由供给侧的投射形象和需求侧的感知形象构成。供给侧的投射形象包括官方话语、旅游机构话语和本土名人话语对旅游目的地旅游资源、基础设施、接待服务、社会环境等多维要素的形象建构,需求侧的感知形象主要是指游客对旅游目的地多维要素的形象感知。本文通过对大湘西旅游目的地投射形象和感知形象的分析发现:两者都注重对旅游资源的“美”和“神秘”形象的建构;供给侧话语投射了大湘西便捷的交通、良好的服务和淳朴的民风,需求侧游客感知了大湘西优质丰富的旅游资源,但基础设施和接待服务有待提高;供给侧话语大量使用比喻和拟人等修辞手法展现大湘西优美的环境和深厚的文化,需求侧话语以直白式和浓厚的个人色彩表现游客的真情实感。研究认为:建构更好的旅游目的地形象,要注重优化话语内容,积极创新话语方式;坚持从宏观与微观、官方与民间等多元视角提升供给侧的投射形象;高度重视需求侧游客的感知形象,提升旅游服务质量。Language is an important tool to project and perceive the image of tourist destinations.Tourism destination image is composed of the projection image from supply side and the perception image from demand side.The projected image on the supply side includes the image construction of tourism resources,infrastructure,reception services,social environment and other multidimensional elements of tourism destinations by official discourse,discourse of tourism institutions and local celebrity discourse.The perceived image of the demand side mainly refers to the image perception of tourists on the tourism resources,infrastructure and other multidimensional elements of tourism destinations.Through the analysis of the projected image and perceived image of the Western Hunan tourist destination,this paper finds that:both pay attention to the construction of"beauty"and"mystery"images of tourism resources.The supply side discourse reflects the convenient transportation,good service and simple folk customs in Western Hunan.The demand side tourists have perceived the high-quality and rich tourism resources in Western Hunan,but the infrastructure and reception services need to be improved.The supply side discourse uses a lot of rhetorical devices such as metaphor and personification to show the beautiful environment and profound culture of Western Hunan.Demand side discourse expresses tourists'true feelings in a straightforward and strong personal style.The research holds that to build a better tourism destination image,we should pay attention to optimizing the content of discourse and actively innovate the way of discourse,insist on improving the supply side projection image from multiple perspectives such as macro and micro,official and private,attach great importance to the perceived image of demand side tourists and improve the quality of tourism services.

关 键 词：大湘西 旅游目的地形象 话语特征 建构策略 

分 类 号：H0-05[语言文字—语言学]