【摘要】： 在這個消費的時代,一切以消費者為主導,品牌是這個消費社會通用的語言。為了滿足消費者需求,品牌不僅以物質(zhì)實體的形式,更以符號化的信息構筑起整個消費神話,品牌符號在今天的消費社會凸現(xiàn)出越來越重要的作用。從符號學和傳播學來看,旅游地品牌是用以指稱特定客觀對象的具有一定內(nèi)涵義的傳播符號和消費符號。而在目前國內(nèi)現(xiàn)狀,旅游地品牌處于一個“三難”境地：大眾傳媒的風光,學術研究的寂寞,以及現(xiàn)實世界剛剛起步的旅游品牌建設�；吮疚囊苑杺鞑W理論為研究視角,探討旅游地品牌尤其較為復雜的區(qū)域旅游地品牌的構建問題。 本文在研究問題、研究內(nèi)容、研究方法以及方法論上都受到西方研究思潮的“文化轉(zhuǎn)向”以及“視覺文化轉(zhuǎn)向”影響。在本文主體部分,筆者始終以歷時態(tài)與共時態(tài)的研究思路來組織和分析問題,并讓研究事物的比較思維貫穿全文。具體而言,從問題的提出到剖析樣本旅游地的發(fā)展狀況,尤將其置于中國這個大區(qū)域背景,探討中國這一旅游地在兩類市場中的符號變遷,試圖厘清符號發(fā)展趨勢和規(guī)律,這是一個歷時態(tài)角度。其次,從樣本旅游地符號系統(tǒng)分解出三個核心要素,也是符號學的三個關鍵問題：符號所涉及的客觀對象(S-W),符號是什么(S-S),消費者對符號的解讀和消費(U-S)。這是一個橫組合的研究方法,即共時態(tài)角度。最后,綜合歷時態(tài)和共時態(tài)分析結(jié)果,利用旅游地品牌動態(tài)生產(chǎn)模式提出相關品牌管理對策。 通過研究得到下列結(jié)論： 1)基于符號傳播學理論和國內(nèi)外相關研究,本文構建了“三體兩翼”旅游地品牌符號系統(tǒng)。旅游地符號系統(tǒng)包括三個部分：旅游廣告(符形)、旅游地(符號對象)、游客對旅游地的闡釋和消費(符釋)。 2)基于國際和國內(nèi)傳媒的中國旅游地符號歷時性分析,可以發(fā)現(xiàn)一些趨勢和規(guī)律。在國內(nèi)市場中,旅游地的符號系統(tǒng)愈來愈復雜化和多元化,此階段旅游地發(fā)展表現(xiàn)為一個個由生產(chǎn)者(政府和其他管理者)、傳播者(大眾媒體)和消費者共謀而成的神話。旅游地符號發(fā)展趨勢呈現(xiàn)三大特點：游客／旅游地,從“使用價值”到“符號價值”；傳播媒介／旅游地,從具體“物的屬性”到抽象“生活方式”；傳播訊息／權力結(jié)構,從“意識形態(tài)”到“意象形態(tài)”。相比于國內(nèi)市場中的中國旅游地符號變化,西方世界中的中國旅游地符號變遷較為微小。雖然在局部發(fā)生某些變化,但由于文化根深蒂固的差異,多少年來中國還是以一個具有東方文化、異國情調(diào)的原生態(tài)之地呈現(xiàn)在國際媒體中。同時由于西方媒體中“兩個中國形象”并存,導致這種本底形象在日漸發(fā)生動搖。 3)針對符號系統(tǒng)中第一個角度“符號對旅游地表征”問題,發(fā)現(xiàn)總體上陜西旅游地符號與其對象客體存在一致性。陜西各地旅游宣傳符號都試圖營造出一幅“完美”旅游場景,構建出一個精致美好的等待游客光臨的空間,“雜草種類”難覓其蹤。這些特征表明了符號的生產(chǎn)者在旅游手冊的制造過程中,旅游地已經(jīng)以一種商品被制造出來,從而間接對旅游地的社會建構產(chǎn)生影響。同時在進行旅游地符號設計時,需注意該旅游地所有符號尤其視覺符號和言語符號之間的匹配性。 4)針對符號共時性分析的第二個角度“旅游地符號是什么?”問題,本文研究發(fā)現(xiàn)傳媒上的陜西旅游符號展示了一副歷史人文和自然風光、豐富小吃和特色民俗相互糅合的陜西旅游景觀。但是在面對國際市場和國內(nèi)市場的旅游宣傳媒介、官方與非官方的傳播媒介之間,陜西這一旅游地符號存在差異。 5)針對符號系統(tǒng)中第三個角度“游客對旅游地符號解讀和消費”問題,研究得出中西游客在陜西旅游地幻想、符號解讀和旅游景點消費等方面皆存在差異。同時兩類市場游客景點選擇皆符合長尾理論,這一現(xiàn)狀為旅游地的網(wǎng)絡宣傳提供了一個良好基礎。通過十大典型符號的解讀差異,得出文化價值觀對旅游體驗的影響,進一步印證了符號歷時性分析得出的結(jié)論。 6)結(jié)合上述研究,本文構建了旅游地品牌動態(tài)生成模式,結(jié)合該模式對旅游地品牌進行分析和管理,需做到：首先厘清區(qū)域旅游地與其內(nèi)部中觀、微觀旅游地之間的關系,進行整合營銷傳播；其次關注旅游地品牌符號系統(tǒng)內(nèi)外四對要素之間的對接性,即共時性分析的三對范疇和符號現(xiàn)狀與歷時趨勢的符合性。 本研究試圖在以下方面進行創(chuàng)新： 1)基于符號傳播學視角,對品牌內(nèi)涵進行剖析,構建了旅游地品牌符號系統(tǒng),并提出了四對要素的對接性是旅游地品牌管理的核心。 2)陜西旅游地品牌符號對接性分析,尤其是對中國這一國家旅游地品牌的符號傳播歷時性分析,獲取到的兩類市場流行動態(tài)和時尚趨勢,皆能為其他旅游地品牌管理提供一種新的視角和實踐操作流程版本。 3)歷時性與共時性研究方法的結(jié)合。
[Abstract]:In this time of consumption, all is dominated by consumers, and the brand is the common language of this consumer society. In order to satisfy the consumer's demand, the brand not only constructs the whole consumption myth in the form of the material entity, but also the symbolic information, and the brand symbol has a more and more important role in today's consumption society. In the view of semiotics and communication, the brand of tourism is the transmission symbol and the consumption symbol which are used to refer to the specific objective object. In the present domestic situation, the brand of tourism is in a "three difficulty" situation: the scenery of the mass media, the loneliness of academic research, and the construction of the tourism brand just starting in the real world. Based on the theory of symbol communication, this paper discusses the construction of the brand of the tourism-place brand, especially the complex regional tourism. In this paper, the research issues, the research contents, the research methods and the methodology are all subject to the "cultural steering" of the western research trend and the visual cultural steering " Influence. In the main part of this paper, the author has always organized and analyzed the problem with the study of the diachronic and cotenses, and made the comparative thinking of the research In particular, from the point of view to the analysis of the development of the sample tourism, especially in the background of China's large area, this paper discusses the symbol changes of China's tourism in two kinds of markets, and tries to clarify the development trend and the law of the symbol, which is a diachronic time. Second, it is the three key problems of the semiotics: the objective object (S-W), what the symbol is (S-S), the consumer's interpretation and consumption of the symbol (U -S). This is a horizontal combination of research methods, i.e., State angle. Finally, the comprehensive diachronic state and the co-temporal analysis result, make use of the brand dynamic production mode of the tourism to put forward the relevant brand tube. through research and research The following conclusions are obtained:1) Based on the theory of symbol communication and relevant research at home and abroad, this paper constructs the "trunk>" three-body twos" "i Mage form ". Western world compared to the change of Chinese tourism in the domestic market The change of the symbol of Chinese tourism in China is very small. Although some changes have taken place in the local area, in the past few years, China still has a culture of oriental culture and different national conditions due to the deep-rooted differences in culture. The original ecological land of the tone is presented in the international media. At the same time, due to the coexistence of the "two Chinese images" in the western media, in response to that first angle "The Characteristic of the Symbol to the Tourism" problem in the symbol system, it is found that the overall image The symbol of the tourism in Shaanxi is consistent with the object's object. The tourism propaganda symbol in Shaanxi tries to create a "perfect" tourism scene, and build a fine and beautiful space for tourists to come to. The features of the symbol indicate that the producer of the symbol has been manufactured in a commodity in the course of the travel manual. In the meantime, it is necessary to pay attention to all the tourist places in the design of the tourist site. The matching between the symbol, especially the visual symbol and the speech symbol.4) The second angle "What is the tourist ground symbol?" of the symbol synchronic analysis, the study finds that the Shaanxi tourism symbol on the media shows a history of humanity and nature. The scenery, the rich snacks and the special folk customs are mutually exclusive of the Shaanxi tourism landscape, but in the face of the international market and the domestic market, the official and non-official According to the third angle "The Tourist's Interpretation and Consumption of the Tourist's Symbol" problem in the symbol system, the Chinese and Western tourists are found in the official communication media. There are differences in the tourism, symbol reading and the consumption of tourist attractions in Shaanxi. The long-tail theory provides a good basis for the network propaganda of the tourist area. Through the interpretation of the ten typical symbols, the cultural values are obtained. Based on the above-mentioned research, this paper constructs the model of the brand dynamic generation of the tourism, and analyzes and manages the brand of the tourism in combination with the model. The relationship between the regional tourism land and its internal and micro-tourism areas is the whole marketing communication. Secondly, it is concerned about the four-to-one elements inside and outside the brand symbol system of the tourism 3-to-3-to-3-to-3-to-3-to-peer analysis The paper attempts to make innovations in the following respects:1) based on the perspective of the communication of the symbols, the connotation of the brand is In this paper, the brand symbol system of tourism is constructed, and the four-to-one is the core of the brand management of the tourism. In particular, the diachronic analysis of the symbol transmission of the national tourism brand in China has been obtained The two types of market trends and fashion trends can be
【學位授予單位】：陜西師范大學
【學位級別】：博士
【學位授予年份】：2010
【分類號】：F592.7;F273.2

【引證文獻】

相關期刊論文 前1條

1 馬秋芳;;旅游地媒體符號的內(nèi)容分析——以陜西省為例[J];旅游科學;2011年03期

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1 謝雪梅;入境游客旅游地意向認知的性別差異研究[D];陜西師范大學;2011年

2 劉麗娟;基于消費者的旅游目的地品牌資產(chǎn)—模型構建與評價[D];南開大學;2013年

3 譚銳;滇西北旅游目的地品牌差異化研究[D];廈門大學;2014年

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1 陸文婧;跨文化旅游電視廣告中刻板印象的探究[D];暨南大學;2013年

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本文編號：2487371