洛阳城市形象建构及感知的多维话语分析
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摘要
以系统功能语言学的主述位和评价理论作为理论框架,从供需两个侧面探讨洛阳城市形象的建构可以看出:从供给侧来看,旅游部门利用多种模态将洛阳定位成国际文化旅游名城;从需求侧来看,不同类型的游客对洛阳城市形象的感知不尽相同。通过将供给侧的形象定位与需求侧的形象感知进行对比,我们发现这两个侧面基本匹配。不过,旅游以及市政部门应该提高服务质量,并出台相关政策规范个别旅游从业人员的行为,这样才能使洛阳成为名副其实的国际文化旅游名城。
The aim of this study is to compare the perception of consumers' destination image with the actual projected image of the promotional materials. Hence two studies are conducted to reach this aim. At first, a propositional analysis of the existing promotional materials was carried out to figure out the representation of Luoyang's city image from the supply side. Then, the tourists' attitude toward Luoyang after their experiences there was explored by examining their reviews from the consumer side. Although the results show an overall match between the two studies, the municipal service and some tourism workers' behavior should be further improved to match tourists' expectations.
The aim of this study is to compare the perception of consumers' destination image with the actual projected image of the promotional materials. Hence two studies are conducted to reach this aim. At first, a propositional analysis of the existing promotional materials was carried out to figure out the representation of Luoyang's city image from the supply side. Then, the tourists' attitude toward Luoyang after their experiences there was explored by examining their reviews from the consumer side. Although the results show an overall match between the two studies, the municipal service and some tourism workers' behavior should be further improved to match tourists' expectations.
引文
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[2]MICHELLE METRO-ROLAND.Interpreting Meaning:An Application of Peircean Semiotics to Tourism [J].Tourism Geographies,2009,11(2):270-279.
[3]HUNTER W C.The Social Construction of Tourism Online Destination Image:A Comparative Semiotic Analysis of the Visual Representation of Seoul [J].Tourism Management,2016,54:221-229.
[4]施旭.从话语研究的视角看城市发展[J].文化艺术研究,2008,1(3):32-43.
[5]田海龙,沈长智.多语旅游环境建构与旅游资源价值提升[J].天津商业大学学报,2008,28(1):43-47.
[6]冯捷蕴.北京旅游目的地形象的感知——中西方旅游者博客的多维话语分析[J].旅游学刊,2011,26(9):19-28.
[7]梁兵,蒋平.旅游语篇多模态话语分析与中国文化对外传播[J].外语学刊,2015(2):155-158.
[8]任育新,魏晓莉.区域形象建构的话语-语用分析[J].话语研究论丛,2017(5):17-30.
[9]MAK A H N.Online Destination Image:Comparing National Tourism Organisation’s and Tourists’ Perspectives [J].Tourism Management,2017,60:280-297.
[10]?NDER I,MARCHIORI E.A Comparison of Pre-visit Beliefs and Projected Visual Images of Destinations [J].Tourism Management Perspectives,2017,21:42-53.
[11]代树兰.多模态话语研究的缘起与进展[J].外语学刊,2013(2):17-23.
[12] HALLIDAY M A K.Introduction to Functional Grammar [M].London:Arnold,2004.
[13] ROYCE T D.New Directions in the Analysis of Multimodal Discourse [M].New Jersey / London:Lawrence Erlbaum Associates,2007.
[14]MARTIN J R,WHITE P R R.The Language of Evaluation:Appraisal in English [M].London & New York:Palgrave/ Malmillan,2005.
[15]刘辰诞,赵秀凤.什么是篇章语言学[M].上海:上海外语教育出版社,2011.
[16] 李东慧.洛阳:守正出奇建设国际文化旅游名城[EB/OL].中国城市文化网,(2017-06-09)[2018-12-26].http://www.citure.net/info/201769/20176981110.shtml.
[17]VAN DIJK T A.Macrostructures:An Interdisciplinary Study of Global Structures in Discourse,Interaction,and Cognition [M].HILLSDALE N J:Lawrence Erlbaum Associates,1980.