遗产旅游地意象媒介传播机制——苏州园林与江南古镇的比较研究

旅游地意象既包括旅游者经实地体验形成的复合意象,也包括那些远离旅游地的潜在旅游者借助各类媒介信息所形成的引致意象.在新媒体时代,传媒在旅游地意象传播中所扮演的角色越来越重要,分析和研究旅游地意象媒介传播机制现已成为该领域前沿课题.为探索遗产旅游地意象媒介传播模式,文章结合苏州园林和江南古镇案例,采用焦点组访谈、内容分析、问卷调查等方法获取9365例样本的旅游目的地意象媒介传播数据,在质性分析基础上,通过在遗产旅游地意象属性因素与传播媒介因素之间建立结构方程模型,并根据系列研究假设验证结果,揭示出传统媒体与新媒体在遗产旅游地意象形成中的实际作用机制.结论认为,传统媒体与新媒体在文化遗产旅游地意象传播中存在功能互补,前者的优势在于遗产形态与形象推广,而后者的优势则在于遗产文化与意义诠释；借助传统媒体扣新媒体传播不同类型的遗产旅游地意象信息,能够在激发遗产旅游需求的同时,帮助公众更完整地理解遗产文化价值和精神内涵,从而在潜在旅游者中塑造更优良的遗产旅游地意象.在文化遗产旅游地意象传播中,传统媒体与新媒体的整合使用,代表着文化遗产旅游地意象传播的必然.

Research on Media Communication Mechanism of Heritage Tourism Destination Image: A Comparative Study of Suzhou Gardens and Jiangnan Water Towns

Tourism destination image(TDI) includes organic image,induced image and compound image.Organic image is the TDI formed under the influence of non-commercial information.Induced image is the TDI caused by the advertising promotion,and both of them are formed before actual tourist experience.Compound image is formed after tourist experience;there are more complex factors affecting it. In the era of new media,an increasingly important role played by the media in the dissemination of TDI,analysis of TDI media dissemination mechanism has now become the topics at the forefront of the field.To improve TDI dissemination efficiency so as to enable image information to accurately reach the actual users(i.e.,actual tourists or potential tourists) will reduce image producing costs and improve tourist experience. In studying TDI dissemination,this paper takes Suzhou Gardens and Jiangnan Water Towns as examples.First of all,by using focus group interviews,content analysis,and questionnaires,the study obtains a sample of 9,365 cases of TDI vector-borne data.Then,it establishes structural equation modeling between TDI attribute factors and media factors.Finally,according to the hypothesis testing results,the study reveals the actual mechanism of traditional media and new media in the heritage tourism destination image formation. The study concludes that,in the dissemination of cultural heritage tourism destination image,traditional media and new media are complementary in function.The advantage of traditional media lies in the promotion of heritage forms and image,and the advantage of the new media rests in the interpretation of heritage culture and meaning. As a result,through media integration and content integration,the study tends to fully bridge up the information gap of the cultural heritage tourism destination images between different audience groups.Integrated use of traditional and new media to spread different types of TDI information not only stimulates the demand for heritage tourism,but will also contribute to a better understanding of heritage value and spiritual connotation by the public,and will ultimately deliver a better heritage tourism destination image in the potential market.In short,the integrated use of traditional media and new media represents the future of cultural heritage tourism destination image dissemination.