中国海洋国防旅游形象解析及其传播模式  

The Destination Images of China's Marine National Defense Tourism and Communication Model

作　　者：王新越[1,2] 郭利贞 Wang Xinyue;Guo Lizhena(School of Management,Ocean University of China,Qingdao 266000,China;Marine Development Research Institute,Ocean University of China,Qingdao 266000,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100 [2]中国海洋大学海洋发展研究院,山东青岛266100

出　　处：《热带地理》2023年第6期1211-1220,共10页Tropical Geography

基　　金：国家社会科学基金项目“重大危机事件冲击下中国旅游经济韧性机制及治理”(21BJY202)。

摘　　要：运用内容分析法,基于15个典型海洋国防旅游景区的相关网络文本数据,从官方投射和游客感知2个角度对中国海洋国防旅游形象进行解析,并在Jaccard距离分析的基础上,应用霍尔编码解码理论对其传播模式进行探究。结果表明:(1)北部沿海地区的文化和军事形象更为鲜明,东部沿海地区的航海与教育意义较为突出,南部沿海地区的历史性和国际化特征尤为显著;(2)中国海洋国防旅游的投射形象与感知形象均聚焦于旅游范畴,同时二者之间也存在一定差异,各景区侧重对完备形象的塑造,强调自身社会教育价值,而游客则对互动体验性高的活动项目感知印象更为深刻;(3)主导型和协商型为中国海洋国防旅游形象的主流传播模式,其中主导型模式主要体现在国家认同方面,并通过具体的文化资源、教育活动等加以呈现,协商型模式则在旅游活动和旅游基础设施节点上较为显著。The Maritime Power strategy is of great and far-reaching significance for the high-quality development of China.With the development of this strategy in recent years,academics and the government have been increasingly focusing on marine and national defense issues.It is of great theoretical value and practical significance to clarify the destination images of China's marine national defense tourism and its mode of communication to enhance tourists'national identity.Using data from 15 marine national defense tourist attractions,this study analyzes the official projections and tourist perceptions of marine national defense tourism in China.Key elements were identified using social semantic network and image depth analyses.The Jaccard distance score and Stuart Hall's encoding and decoding theory were applied to explore the internal differences in projections and perceptions in different regions and propagation modes.The results are as follows:(1)China's marine national defense tourism destination images have distinct regional characteristics.The cultural and military images of the northern coastal region were more distinct than the other two regions,the maritime and educational significance of the eastern coastal region was more prominent than the other two regions,and the historical and international characteristics of the southern coastal region were more significant than the other two regions.(2)The projected and perceived destination images of China's marine national defense tourism are focused on tourism.Each scenic spot emphasizes its own social and educational value,while tourists are more impressed by interactive and experiential events than by those ornamental events.(3)The dominant and consultative modes are the main dissemination modes of China's marine national defense tourism destination images,and the dominant mode is mainly embodied in national identity,which is presented through concrete cultural resources,educational activities,and so on.The negotiation model is more significant on tourism activitie

关 键 词：海洋 国防 旅游形象 官方投射 游客感知 传播模式 霍尔编码解码 中国 

分 类 号：F590[经济管理—旅游管理]