【摘要】：旅游形象對(duì)人們的旅游期望、旅游決策和旅游感知等行為有著重大影響，因此，塑造鮮明、獨(dú)特的旅游形象對(duì)區(qū)域旅游產(chǎn)業(yè)發(fā)展至關(guān)重要。長(zhǎng)期以來，省內(nèi)外居民對(duì)貴州的了解和認(rèn)識(shí)存在一些誤區(qū)，有的甚至帶有很大的片面性或歪曲。這種狀況充分說明了貴州旅游形象的塑造與傳播存在許多不足。要讓人們充分了解貴州、準(zhǔn)確解讀貴州，不是簡(jiǎn)單地提升貴州某些要素的知名度，而是要從整體性、內(nèi)涵性、前瞻性、持續(xù)性等方面重視和加強(qiáng)貴州旅游形象的塑造與傳播。近年來，隨著“多彩貴州”一系列活動(dòng)的開展，人們對(duì)貴州的了解和感知出現(xiàn)了一些積極性的變化，，但總體而言，人們對(duì)貴州“三無一大一窮”的刻板印象始終沒有得到根本性改變。 學(xué)界關(guān)注旅游形象問題最早可追溯到20世紀(jì)70年代，目前已形成多學(xué)科聚焦的基本態(tài)勢(shì)。而從社會(huì)學(xué)視角詮釋和解讀旅游形象正處在起步階段。符號(hào)互動(dòng)理論作為社會(huì)學(xué)理論的經(jīng)典，對(duì)旅游形象研究有著廣闊的應(yīng)用空間。貴州旅游資源豐富，旅游業(yè)發(fā)展前景樂觀。如何將資源優(yōu)勢(shì)變?yōu)楫a(chǎn)業(yè)優(yōu)勢(shì)，關(guān)鍵在于旅游形象的塑造與傳播。本文運(yùn)用符號(hào)互動(dòng)理論對(duì)貴州旅游形象進(jìn)行詮釋和解構(gòu)，為貴州旅游形象的塑造與傳播提供一些參考性意見。 符號(hào)是一種文化，是人與動(dòng)物的根本區(qū)別。人類的自我互動(dòng)和社會(huì)互動(dòng)是符號(hào)交換的過程與結(jié)果。旅游形象由符號(hào)所構(gòu)成，而符號(hào)的建構(gòu)與使用有助于旅游形象的塑造。貴州旅游形象由于歷史和自然條件等因素的影響，長(zhǎng)期以來幾乎沒有給人們留下積極正面的印象，這無疑會(huì)制約貴州旅游業(yè)的發(fā)展。因此，科學(xué)構(gòu)建貴州旅游形象的符號(hào)體系，是貴州旅游業(yè)實(shí)現(xiàn)跨越式發(fā)展的重要條件。通過各種傳播手段讓人們了解貴州和改變對(duì)貴州的刻板印象，是重塑貴州旅游形象的關(guān)鍵。近年來借助媒體廣告、促銷活動(dòng)、文化展演等手段，“多彩貴州”的形象逐漸深入人心并得到越來越多人的認(rèn)同。因此，塑造以生態(tài)為依托、以文化為根基、以休閑為導(dǎo)向，摒棄“三無”，打造“三有”的“多彩貴州”的整體形象定位，是貴州旅游形象體系的內(nèi)核。
[Abstract]:Tourism image has great influence on people's tourism expectation, tourism decision making and tourism perception. Therefore, it is very important to create a distinctive and unique tourism image for the development of regional tourism industry. For a long time, there are some misunderstandings in the understanding and understanding of Guizhou, some of them being one-sided or distorted. This situation fully shows that Guizhou tourism image shaping and dissemination of many shortcomings. In order to make people fully understand and interpret Guizhou accurately, we should pay attention to and strengthen the shaping and dissemination of Guizhou tourism image from aspects of integrity, connotation, foresight and persistence, rather than simply enhancing the popularity of some elements in Guizhou. In recent years, with the development of a series of activities of "colorful Guizhou", there have been some positive changes in people's understanding and perception of Guizhou, but generally speaking, The stereotype of Guizhou's "three big and one poor" has never been fundamentally changed. Academic attention to tourism image can be traced back to the 1970s, and has formed the basic trend of multidisciplinary focus. The interpretation and interpretation of tourism image from the perspective of sociology is in its infancy. As a classic of sociological theory, symbolic interaction theory has broad application space to tourism image research. Guizhou is rich in tourism resources and the prospect of tourism development is optimistic. How to turn the advantage of resources into the advantage of industry lies in the shaping and spreading of tourism image. This paper interprets and deconstructs the tourism image of Guizhou by using the theory of symbolic interaction, and provides some reference opinions for shaping and spreading the tourism image of Guizhou. Symbol is a kind of culture, is the fundamental difference between human beings and animals. Human self-interaction and social interaction are the process and result of symbol exchange. Tourism image consists of symbols, and the construction and use of symbols help to shape tourism images. Because of the influence of historical and natural conditions, Guizhou tourism image has hardly left a positive impression for a long time, which will undoubtedly restrict the development of Guizhou tourism. Therefore, the scientific construction of Guizhou tourism image symbol system is an important condition for the development of Guizhou tourism by leaps and bounds. It is the key to reshape Guizhou's tourism image to make people understand Guizhou and change its stereotype through various means of communication. In recent years, with the help of media advertising, promotional activities, cultural exhibition and other means, the image of "colorful Guizhou" has gradually become popular and more people agree. Therefore, it is the core of the tourism image system of Guizhou to mold the whole image orientation of "colorful Guizhou" based on ecology, culture, leisure, abandon "three noes" and "three noes".
【學(xué)位授予單位】：貴州民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7

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