多主体视角下广府庙会的形象表征及差异

随着互联网发展,节事形象的表征主体日益丰富。现有关于旅游形象的研究多从主客.视角出发,忽略了对媒介形象的考察。本文以广府庙会为案例,选取涉入群体的访谈材料和媒介文本进行分析。研究发现:广府庙会的表征可划分为政策偏好、定位功能、产品策划、氛围环境及地点场所5个维度;主办方对广府庙会的表征可以看作官方建构的投射形象,参与者的表征是其对广府庙会的感知形象,投射形象与感知形象之间存在一定差异;媒介在主办方与参与者之间起到联结作用,媒介形象成为投射形象与感知形象之间的过渡形象。

Image Representation and Differences of Yuexiu Temple Fair from the Perspective of Multiple Subjects

With the development of the Internet,our understanding of festival image representation has become more diverse.However,most existing research regards tourists as the basic unit of analysis,which overlooks the diversity and complexity of participants in the construction of the festival image and fails to investigate the media image.This article takes the Yuexiu Temple Fair as a case study,selecting three key players with a much higher degree of involvement-organizers,participants,and the media-for research.The study analyzes information collected from interviews with the organizer and participant groups as well as from online media texts to explore the similarities and differences of the image representation of the festival's three key players.The study findings show that the Yuexiu Temple Fair's image representation comprises five dimensions:policy preferences,positioning,product planning,ambiance,and locality.The representation of the organizer can be regarded as the officially projected image,while the participant's representation is the perceived image of the Yuexiu Temple Fair.There is a specific difference between the projected image and the perceived image.The media plays the role of linking the organizers and participants,and the media image serves as a transitional image between the proected image and the perceived image.This study looks at various core elements horizontally and discusses the dimension of festival image representation,which is somewhat new and innovative in present festival image research.In addition,the study regards media as an independent subject of research,which is supplementary to the existing project perception duality in the field of image research.