符号互动论视野中贵州旅游形象的塑造与传播

发布时间：2018-09-11 18:12

【摘要】：旅游形象对人们的旅游期望、旅游决策和旅游感知等行为有着重大影响，因此，塑造鲜明、独特的旅游形象对区域旅游产业发展至关重要。长期以来，省内外居民对贵州的了解和认识存在一些误区，有的甚至带有很大的片面性或歪曲。这种状况充分说明了贵州旅游形象的塑造与传播存在许多不足。要让人们充分了解贵州、准确解读贵州，不是简单地提升贵州某些要素的知名度，而是要从整体性、内涵性、前瞻性、持续性等方面重视和加强贵州旅游形象的塑造与传播。近年来，随着“多彩贵州”一系列活动的开展，人们对贵州的了解和感知出现了一些积极性的变化，，但总体而言，人们对贵州“三无一大一穷”的刻板印象始终没有得到根本性改变。学界关注旅游形象问题最早可追溯到20世纪70年代，目前已形成多学科聚焦的基本态势。而从社会学视角诠释和解读旅游形象正处在起步阶段。符号互动理论作为社会学理论的经典，对旅游形象研究有着广阔的应用空间。贵州旅游资源丰富，旅游业发展前景乐观。如何将资源优势变为产业优势，关键在于旅游形象的塑造与传播。本文运用符号互动理论对贵州旅游形象进行诠释和解构，为贵州旅游形象的塑造与传播提供一些参考性意见。符号是一种文化，是人与动物的根本区别。人类的自我互动和社会互动是符号交换的过程与结果。旅游形象由符号所构成，而符号的建构与使用有助于旅游形象的塑造。贵州旅游形象由于历史和自然条件等因素的影响，长期以来几乎没有给人们留下积极正面的印象，这无疑会制约贵州旅游业的发展。因此，科学构建贵州旅游形象的符号体系，是贵州旅游业实现跨越式发展的重要条件。通过各种传播手段让人们了解贵州和改变对贵州的刻板印象，是重塑贵州旅游形象的关键。近年来借助媒体广告、促销活动、文化展演等手段，“多彩贵州”的形象逐渐深入人心并得到越来越多人的认同。因此，塑造以生态为依托、以文化为根基、以休闲为导向，摒弃“三无”，打造“三有”的“多彩贵州”的整体形象定位，是贵州旅游形象体系的内核。
[Abstract]:Tourism image has great influence on people's tourism expectation, tourism decision making and tourism perception. Therefore, it is very important to create a distinctive and unique tourism image for the development of regional tourism industry. For a long time, there are some misunderstandings in the understanding and understanding of Guizhou, some of them being one-sided or distorted. This situation fully shows that Guizhou tourism image shaping and dissemination of many shortcomings. In order to make people fully understand and interpret Guizhou accurately, we should pay attention to and strengthen the shaping and dissemination of Guizhou tourism image from aspects of integrity, connotation, foresight and persistence, rather than simply enhancing the popularity of some elements in Guizhou. In recent years, with the development of a series of activities of "colorful Guizhou", there have been some positive changes in people's understanding and perception of Guizhou, but generally speaking, The stereotype of Guizhou's "three big and one poor" has never been fundamentally changed. Academic attention to tourism image can be traced back to the 1970s, and has formed the basic trend of multidisciplinary focus. The interpretation and interpretation of tourism image from the perspective of sociology is in its infancy. As a classic of sociological theory, symbolic interaction theory has broad application space to tourism image research. Guizhou is rich in tourism resources and the prospect of tourism development is optimistic. How to turn the advantage of resources into the advantage of industry lies in the shaping and spreading of tourism image. This paper interprets and deconstructs the tourism image of Guizhou by using the theory of symbolic interaction, and provides some reference opinions for shaping and spreading the tourism image of Guizhou. Symbol is a kind of culture, is the fundamental difference between human beings and animals. Human self-interaction and social interaction are the process and result of symbol exchange. Tourism image consists of symbols, and the construction and use of symbols help to shape tourism images. Because of the influence of historical and natural conditions, Guizhou tourism image has hardly left a positive impression for a long time, which will undoubtedly restrict the development of Guizhou tourism. Therefore, the scientific construction of Guizhou tourism image symbol system is an important condition for the development of Guizhou tourism by leaps and bounds. It is the key to reshape Guizhou's tourism image to make people understand Guizhou and change its stereotype through various means of communication. In recent years, with the help of media advertising, promotional activities, cultural exhibition and other means, the image of "colorful Guizhou" has gradually become popular and more people agree. Therefore, it is the core of the tourism image system of Guizhou to mold the whole image orientation of "colorful Guizhou" based on ecology, culture, leisure, abandon "three noes" and "three noes".
【学位授予单位】：贵州民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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