基于社会表象理论的香港赌片对赴澳门旅游决策影响研究

以澳门为案例地,以20世纪八九十年代在华人地区广为流传的香港赌片为对象,基于社会表象理论研究香港赌片对赴澳门旅游决策所产生的影响。通过对312份调查问卷和12名赴澳游客的访谈分析发现：第一,香港赌片通过反复的表象过程在观众心中形成了鲜明的影视表象,这其中不乏负面符号;第二,在这个过程中,影视表象中积极的符号标记会引起观众对旅游目的地的积极的共感和移情,从而对旅游决策产生积极影响,而消极符号标记则会引起观众对旅游目的地的消极共感和移情,并进一步对旅游决策产生消极影响;第三,由于缺乏与澳门的主动关联和映射,香港赌片在表象过程中对观众赴澳旅游决策地形象的影响十分有限。另外,研究还表明,旅游个体的差异在整个影响过程中的作用不容忽视。

The Effects of Hong Kong Gambling Movie on Tourism Decision-Making of Macao Based on Social Representation Theory

The goal of this study is to assess the effects of Hong Kong gambling movie on tourism decision-making of Macao,based on social representation theory.In this study,312 questionnaires are collected,as well as 12 visitors to Macao who were interviewed.Data analyses produce many meaningful results.The results show,according to the Social Representation Theory,the continuous representation of Hong Kong gambling movie during the past decades did build the visual representation of gaming among the audience.And this process is concreted by the way of providing some icons to the audience to memorize,such as the characters,the stories,even the words.Unluckily,negative icons are involved.What＇s more,the audience naturally associates this visual representation of gambling with the tourism decision-making to Macao.Finally,due to lack of targeted promotion,the effects are very limited.Additionally,the role of individual differences in the process can not be ignored.