基于Web的省域旅游地品牌符号表征比较研究

在网络时代，网络宣传对于旅游地品牌的构建发挥了不可忽视的作用。文章在旅游地品牌符号“三位一体”系统构建基础上，基于政府旅游网站对中国各省域旅游地品牌符号表征进行比较研究。网站上研究的符号主要包括当地的旅游宣传口号、视频影像、图片及网站的语言设计等。首先，根据荣格原型理论把各研究样本旅游地的旅游宣传口号分成4大类；其次，随机抽样进一步探讨各旅游地所有品牌符号的匹配性；最后，通过政府官方网站和商业网站旅游地口号的对比研究，分析旅游地宣传口号的流行趋势。结果显示，部分旅游地网站旅游地宣传口号缺失，同时网站上各符号表征内容存在不和谐之处。目前，中国省域旅游地口号反映了3种不同知觉原型，并且官方网站旅游符号的打造反映了权力的操作，意识形态发挥主导作用。通过官方网站与商业网站的对比发现，整体上旅游地品牌口号愈来愈趋向于抽象“生活方式”的诉求，在商业旅游网站中意识形态的竞争日渐让位于意象形态的主导。

A Comparative Study on the Expression of Provincial Tourism Destination Brand Symbols Based on Web

Nowadays in information era, network publicity has played an indelible role in building tourism destination brand. The paper, based on the construction of “three-in-one＂ system of brand symbols, makes a comparative study of the expression of China＇ s provincial tourism destination brand symbols in accordance with government tourism websites. The symbols on the websites mainly include local slogans for tourism publicity, visual images, pictures and language design on the websites. Firstly, according to the theory of physiological prototype, slogans for tourism publicity in sampling tourism destinations are divided into four categories; and then all brand symbols in various tourism destinations are further discussed through random sampling and finally through the comparative study of slogans between government official websites and commercial websites, the popular tendency of publicized slogans is analyzed. The results show that publicized slogans lack in part of tourism destination websites and there exists sense of disharmony in the contents of symbol expression on websites. Currently, slogans in China＇s provincial tourism destinations reflect three different prototypes, tourism symbols on official websites reflect power exercise and ideology plays a guiding role. Through the comparison between official websites and commercial websites, we can see that overall tourism destination brands gradually tendto be an abstract element as “living style” and on commercial tourism websites, ideological competition gradually gives way to the guidance of imagology.