基于网络文本的城市旅游意象符号表征研究——以青岛市为例
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摘要
自"意象"这一概念被引入到旅游研究中以来,对于旅游意象的多角度解读不断涌现。为建立城市旅游意象符号的表征系统,基于网络文本资料,以青岛市为例,运用扎根理论及符号学理论,通过Nvivo 11软件的编码分析,对城市旅游意象的符号表征进行探索。结果表明:城市旅游意象符号的表征系统分为直指系统与涵指系统两部分,直指系统包含自然景观、人文景观、自然环境、社会空间、社会形态、社会行为6个维度,涵指系统包含隐含义、迷思、象征3个维度;城市旅游意象符号表征存在共性与个性、投射与感知、表征与意指、同时性与历时性的二元性特征以及文化隐喻属性;通过城市旅游意象符号表征系统得到的青岛城市旅游意象为"海洋城市、德式风情、静享惬意"。
In order to establish a symbolic representation system of city tourism image,this paper took Qingdao for example,used Nvivo 11 coding and analyzing travel notes based on grounded theory and semiotic theory. The results show that the symbolic representation system of city tourism image was divided into two parts: denotation system and connotation system. Denotation system contained six dimensions: natural landscape,cultural landscape,natural environment,social space,social form and social behavior. Connotation system contained three dimensions: implicit meaning,myths and symbols. The symbolic representation of city tourism image existed characteristics of duality:commonness and individuality,projection and perception,representation and signification,synchronie and diachronie. And it had cultural metaphor as well. Through the symbolic representation system of city tourism image,this paper concluded that the city tourism image of Qingdao was "sea city,German style,peaceful and cozy".
In order to establish a symbolic representation system of city tourism image,this paper took Qingdao for example,used Nvivo 11 coding and analyzing travel notes based on grounded theory and semiotic theory. The results show that the symbolic representation system of city tourism image was divided into two parts: denotation system and connotation system. Denotation system contained six dimensions: natural landscape,cultural landscape,natural environment,social space,social form and social behavior. Connotation system contained three dimensions: implicit meaning,myths and symbols. The symbolic representation of city tourism image existed characteristics of duality:commonness and individuality,projection and perception,representation and signification,synchronie and diachronie. And it had cultural metaphor as well. Through the symbolic representation system of city tourism image,this paper concluded that the city tourism image of Qingdao was "sea city,German style,peaceful and cozy".
引文
[1]白凯.旅游目的地意象定位研究述评——基于心理学视角的分析[J].旅游科学,2009,23(2):9-15.
[2]白凯,赵安周.城市意象与旅游目的地意象研究中的趋同与分野[J].地理科学进展,2011,30(10):1312-1320.
[3] LYNCH K. The Image of the City[M]. Cambridge:The M. I. T. Press,1960.
[4] NASAR J L. The Evaluative Image of the City[M]. Thousand Oaks,CA:Sage Publication,1998.
[5] LUQUE-MARTINEZ T,BARRIO-GARCIA S D,IBANEZZAPATA J A,et al. Modelling A City’s Image:The Case of Granada Cities[J]. Cities,2007,5(24):335-352.
[6]李郇,许学强.广州市城市意象空间分析[J].人文地理,1993,8(3):27-35.
[7]顾朝林,宋国臣.北京城市意象空间及构成要素研究[J].地理学报,2001,56(1):64-74.
[8]李雪铭,李建宏.大连城市空间意象分析[J].地理学报,2006,61(8):809-817.
[9]田逢军,沙润,汪忠列.南昌市旅游地意象分析[J].资源科学,2009,31(6):1007-1014.
[10]吴志军,田逢军.城市滨水旅游意象及其对旅游者选择意愿的影响研究——以南京、武汉、上海滨水区为例[J].旅游学刊,2010,25(6):78-83.
[11]张春晖,白凯,马耀峰.西安入境游客目的地空间意象认知序列研究[J].地理研究,2014,33(7):1315-1334.
[12]徐美,刘春腊,陈建设,等.旅游意象图:基于游客感知的旅游景区规划新设想[J].旅游学刊,2012,27(4):21-27.
[13]白凯.旅华美国游客目的地城市色彩意象认知研究[J].地理学报,2012,67(4):557-573.
[14]陈靖东,周永博.“苏式生活”与苏州城市旅游意象建构研究[J].四川旅游学院学报,2014(6):73-77.
[15] HUNT J D. Image:A Factor in Tourism[D]. Fort Collins:Colorado State University,1971.
[16] GUNN C A. Vacationscape:Designing Tourist Regions[M].New York:Van Nostrand Reinhold,1988.
[17] FAKEYE P C,CROMPTON J L. Image Differences between Prospective,First-time and Repeat Visitors to the Lower Rio Grande Valley[J]. Journal of Travel Research,1991,30(2):10-16.
[18] TASCI A D A,GARTNER W C,CAVUSGIL S T. Conceptualization and Operationalization of Destination Image[J]. Journal of Hospitality&Tourism Research,2007,31(2):194-223.
[19]蒋志杰,吴国清,白光润.旅游地意象空间分析——以江南水乡古镇为例[J].旅游学刊,2004,19(2):32-36.
[20]王红,胡世荣.镇远古城意象空间与旅游规划探讨[J].地域研究与开发,2007,26(3):61-64.
[21]马晓路,张哲乐.多群体视角下的成都休闲意象空间结构解析[J].地域研究与开发,2018,37(4):121-125.
[22]孟奕爽,邓森文,李艳芳.基于认知地图的岳麓山景区旅游意象分析[J].地域研究与开发,2018,37(5):118-122.
[23]唐玉凤,张宏梅.旅游前后目的地空间意象对比研究——以旅韩中国游客为例[J].地域研究与开发,2018,37(1):103-109.
[24]周永博,沙润,余子萍.旅游目的地意象三维耦合结构——基于江南水乡古镇旅游者的实证分析[J].地理科学进展,2010,29(12):1590-1596.
[25] LAI K,LI Y. Core-periphery Structure of Destination Image:Concept,Evidence and Implication[J]. Annals of Tourism Research,2012,39(3):1359-1379.
[26] KOCK F,JOSIASSEN A,ASSAF A G. Advancing Destination Image:The Destination Content Model[J]. Annals of Tourism Research,2016,61:28-44.
[27]那梦帆,谢彦君.旅游目的地意象感知的维度辨识:基于网络游记的文本分析[J].旅游论坛,2016,9(3):27-36.
[28] YANG J,HE J,GU Y. The Implicit Measurement of Destination Image:The Application of Implicit Association Tests[J]. Tourism Management,2012,33(1):50-52.
[29] TSENG C,WU B,MORRISON A M,et al. Travel Blogs on China as A Destination Image Formation Agent:A Qualitative Analysis Using Leximancer[J]. Tourism Management,2015,46:347-358.
[30]程德年,周永博,魏向东.旅游目的地意象固化与更新的动力机制研究——以苏州为例[J].旅游学刊,2017,32(2):42-52.
[31] MAK A H N. Online Destination Image:Comparing National Tourism Organisation’s and Tourists’ Perspectives[J]. Tourism Management,2017,60:280-297.
[32] STYLIDIS D,SHANI A,BELHASSEN Y. Testing An Integrated Destination Image Model across Residents and Tourists[J]. Tourism Management,2017,58:184-195.
[33]彭丹.旅游符号学的理论述评和研究内容[J].旅游科学,2014,28(5):79-94.
[34]罗兰·巴特.符号学原理[M].李幼蒸,译.北京:中国人民大学出版社,2008.
[35] MACCANNELL D. The Tourist:A New Theory of the Leisure Class[M]. New York:Schocken Books,1976.
[36] GRABURN N H H. The Anthropology of Tourism[J].Annals of Tourism Research,1983,10(1):9-33.
[37]董培海,李伟.西方旅游研究中的符号学线索解析[J].旅游学刊,2016,31(11):128-137.
[38] URRY J. The Tourist Gaze:Leisure and Travel in Contemporary Societies[M]. London:Sage,1990.
[39] HUNTER W C. China’s Chairman Mao:A Visual Analysis of Hunan Province Online Destination Image[J].Tourism Management,2013,34:101-111.
[40] HUNTER W C. The Social Construction of Tourism Online Destination Image[J]. Tourism Management,2016,54:221-229.
[41]杨振之,邹积艺.旅游的“符号化”与符号化旅游——对旅游及旅游开发的符号学审视[J].旅游学刊,2006,21(5):75-79.
[42]白凯,孙天宇,谢雪梅.旅游目的地形象的符号隐喻关联研究——以陕西省为例[J].资源科学,2008,30(8):1184-1190.
[43]罗洋.基于城市意象的赣州城市符号研究[D].赣州:江西理工大学,2014.
[44]高凡.基于符号理论的河南省旅游形象感知研究[D].重庆:重庆师范大学,2015.
[45] GLASER B G,STRAUSS A L. The Discovery of Grouded Theory[M]. Chicago:Aldine de Gruyter,1967.
[2]白凯,赵安周.城市意象与旅游目的地意象研究中的趋同与分野[J].地理科学进展,2011,30(10):1312-1320.
[3] LYNCH K. The Image of the City[M]. Cambridge:The M. I. T. Press,1960.
[4] NASAR J L. The Evaluative Image of the City[M]. Thousand Oaks,CA:Sage Publication,1998.
[5] LUQUE-MARTINEZ T,BARRIO-GARCIA S D,IBANEZZAPATA J A,et al. Modelling A City’s Image:The Case of Granada Cities[J]. Cities,2007,5(24):335-352.
[6]李郇,许学强.广州市城市意象空间分析[J].人文地理,1993,8(3):27-35.
[7]顾朝林,宋国臣.北京城市意象空间及构成要素研究[J].地理学报,2001,56(1):64-74.
[8]李雪铭,李建宏.大连城市空间意象分析[J].地理学报,2006,61(8):809-817.
[9]田逢军,沙润,汪忠列.南昌市旅游地意象分析[J].资源科学,2009,31(6):1007-1014.
[10]吴志军,田逢军.城市滨水旅游意象及其对旅游者选择意愿的影响研究——以南京、武汉、上海滨水区为例[J].旅游学刊,2010,25(6):78-83.
[11]张春晖,白凯,马耀峰.西安入境游客目的地空间意象认知序列研究[J].地理研究,2014,33(7):1315-1334.
[12]徐美,刘春腊,陈建设,等.旅游意象图:基于游客感知的旅游景区规划新设想[J].旅游学刊,2012,27(4):21-27.
[13]白凯.旅华美国游客目的地城市色彩意象认知研究[J].地理学报,2012,67(4):557-573.
[14]陈靖东,周永博.“苏式生活”与苏州城市旅游意象建构研究[J].四川旅游学院学报,2014(6):73-77.
[15] HUNT J D. Image:A Factor in Tourism[D]. Fort Collins:Colorado State University,1971.
[16] GUNN C A. Vacationscape:Designing Tourist Regions[M].New York:Van Nostrand Reinhold,1988.
[17] FAKEYE P C,CROMPTON J L. Image Differences between Prospective,First-time and Repeat Visitors to the Lower Rio Grande Valley[J]. Journal of Travel Research,1991,30(2):10-16.
[18] TASCI A D A,GARTNER W C,CAVUSGIL S T. Conceptualization and Operationalization of Destination Image[J]. Journal of Hospitality&Tourism Research,2007,31(2):194-223.
[19]蒋志杰,吴国清,白光润.旅游地意象空间分析——以江南水乡古镇为例[J].旅游学刊,2004,19(2):32-36.
[20]王红,胡世荣.镇远古城意象空间与旅游规划探讨[J].地域研究与开发,2007,26(3):61-64.
[21]马晓路,张哲乐.多群体视角下的成都休闲意象空间结构解析[J].地域研究与开发,2018,37(4):121-125.
[22]孟奕爽,邓森文,李艳芳.基于认知地图的岳麓山景区旅游意象分析[J].地域研究与开发,2018,37(5):118-122.
[23]唐玉凤,张宏梅.旅游前后目的地空间意象对比研究——以旅韩中国游客为例[J].地域研究与开发,2018,37(1):103-109.
[24]周永博,沙润,余子萍.旅游目的地意象三维耦合结构——基于江南水乡古镇旅游者的实证分析[J].地理科学进展,2010,29(12):1590-1596.
[25] LAI K,LI Y. Core-periphery Structure of Destination Image:Concept,Evidence and Implication[J]. Annals of Tourism Research,2012,39(3):1359-1379.
[26] KOCK F,JOSIASSEN A,ASSAF A G. Advancing Destination Image:The Destination Content Model[J]. Annals of Tourism Research,2016,61:28-44.
[27]那梦帆,谢彦君.旅游目的地意象感知的维度辨识:基于网络游记的文本分析[J].旅游论坛,2016,9(3):27-36.
[28] YANG J,HE J,GU Y. The Implicit Measurement of Destination Image:The Application of Implicit Association Tests[J]. Tourism Management,2012,33(1):50-52.
[29] TSENG C,WU B,MORRISON A M,et al. Travel Blogs on China as A Destination Image Formation Agent:A Qualitative Analysis Using Leximancer[J]. Tourism Management,2015,46:347-358.
[30]程德年,周永博,魏向东.旅游目的地意象固化与更新的动力机制研究——以苏州为例[J].旅游学刊,2017,32(2):42-52.
[31] MAK A H N. Online Destination Image:Comparing National Tourism Organisation’s and Tourists’ Perspectives[J]. Tourism Management,2017,60:280-297.
[32] STYLIDIS D,SHANI A,BELHASSEN Y. Testing An Integrated Destination Image Model across Residents and Tourists[J]. Tourism Management,2017,58:184-195.
[33]彭丹.旅游符号学的理论述评和研究内容[J].旅游科学,2014,28(5):79-94.
[34]罗兰·巴特.符号学原理[M].李幼蒸,译.北京:中国人民大学出版社,2008.
[35] MACCANNELL D. The Tourist:A New Theory of the Leisure Class[M]. New York:Schocken Books,1976.
[36] GRABURN N H H. The Anthropology of Tourism[J].Annals of Tourism Research,1983,10(1):9-33.
[37]董培海,李伟.西方旅游研究中的符号学线索解析[J].旅游学刊,2016,31(11):128-137.
[38] URRY J. The Tourist Gaze:Leisure and Travel in Contemporary Societies[M]. London:Sage,1990.
[39] HUNTER W C. China’s Chairman Mao:A Visual Analysis of Hunan Province Online Destination Image[J].Tourism Management,2013,34:101-111.
[40] HUNTER W C. The Social Construction of Tourism Online Destination Image[J]. Tourism Management,2016,54:221-229.
[41]杨振之,邹积艺.旅游的“符号化”与符号化旅游——对旅游及旅游开发的符号学审视[J].旅游学刊,2006,21(5):75-79.
[42]白凯,孙天宇,谢雪梅.旅游目的地形象的符号隐喻关联研究——以陕西省为例[J].资源科学,2008,30(8):1184-1190.
[43]罗洋.基于城市意象的赣州城市符号研究[D].赣州:江西理工大学,2014.
[44]高凡.基于符号理论的河南省旅游形象感知研究[D].重庆:重庆师范大学,2015.
[45] GLASER B G,STRAUSS A L. The Discovery of Grouded Theory[M]. Chicago:Aldine de Gruyter,1967.