【摘要】：旅游，首先是一個(gè)“看”的過程。旅游者通過觀看，獲得對異域陌生事物的一手資料。由此，旅游目的地形象傳播變得尤為重要。自旅游業(yè)發(fā)展之初，對旅游目的地形象傳播的研究一直是旅游業(yè)界關(guān)注的焦點(diǎn)。另一方面，幾乎伴隨著旅游行為一同出現(xiàn)的攝影技術(shù)，在大眾旅游中也充當(dāng)著重要角色。旅游者借用照相機(jī)記錄自己在旅途中的所見所聞，并將照片作為傳播自己對旅游目的地印象的工具。由此看來，旅游目的地能夠包含的印象，已不單指由旅游目的地官方管理機(jī)構(gòu)宣傳的目的地形象，還包括了旅游者通過攝影獲得旅游照片。對于此二者的傳播，主要依靠旅游目的地主管機(jī)構(gòu)控制的各類傳統(tǒng)大眾媒介，以及旅游者在親朋好友中的口口相傳。值得注意的是，雖然旅游者也加入了旅游目的地印象的創(chuàng)作中，但由于信息來源的單一（基本以官方宣傳為主），旅游者創(chuàng)作印象的“范本”也完全由旅游目的地主管部門控制。 這種理想局面，隨著Web2.0互聯(lián)交互時(shí)代的到來，，被極大地改變了。首先受到影響的便是傳播路徑的改變以及主控權(quán)的分散。原先傳統(tǒng)的大眾媒介傳播路徑，變更為傳播范圍更廣、速度更快且效果更佳的各類Web2.0互聯(lián)交互平臺(tái)，如Flickr、MSN、Blog、Twitter；而原先由旅游目的地主管部門擁有的旅游目的地形象控制權(quán)，被分散給無數(shù)個(gè)坐在Web2.0互聯(lián)端口背后的個(gè)體用戶。這一變革在推動(dòng)旅游業(yè)發(fā)展的同時(shí)，也成為旅游目的地形象傳播控制的挑戰(zhàn)。以往的旅游目的地形象傳播研究集中在對旅游目的地形象本身的分析與解構(gòu)，其中不乏對其他學(xué)科理論的引用與借鑒，由此得出的各類理論框架及設(shè)計(jì)理念，雖具備可實(shí)際操作性及理論基礎(chǔ)，但始終無法幫助旅游目的地主管機(jī)構(gòu)準(zhǔn)確掌握旅游者的凝視偏好。 對此，本研究提出采用倒推研究方式，從國際旅游者拍攝的上海旅游照片以及Web2.0旅游照片共享行為入手，找到國際旅游者眼中的上海意象，并將其比對官方機(jī)構(gòu)宣傳的上海旅游形象，以發(fā)現(xiàn)上海國際旅游凝視點(diǎn)正在發(fā)生轉(zhuǎn)移，提出并證實(shí)“城市人文旅游意象”的出現(xiàn)。此外，通過對Web2.0照片交互網(wǎng)站中上海旅游照片傳播行為的分析，發(fā)現(xiàn)Web2.0互聯(lián)交互平臺(tái)中的照片交互行為對轉(zhuǎn)變國際游客凝視點(diǎn)起到的催化作用。
[Abstract]:Travel, first of all, is a "look" process. Tourists get first-hand information about strange things by watching. As a result, tourism destination image dissemination has become particularly important. Since the beginning of tourism development, the research on the image communication of tourism destination has been the focus of attention of tourism industry. On the other hand, photography, almost accompanied by tourism behavior, plays an important role in mass tourism. Tourists use cameras to record what they have seen and heard during the journey and use photographs as a tool to spread their impressions of their destination. In view of this, the impression that tourism destination can contain, not only refers to the destination image promoted by the official management agency of tourism destination, but also includes tourists obtaining tourist photos through photography. The communication of the two mainly depends on the traditional mass media controlled by the tourism destination authorities and the word of mouth among the tourists among their relatives and friends. It is worth noting that although tourists also participate in the creation of tourist destination impressions, due to the single source of information (mainly official propaganda), the "model" of tourist creative impressions is completely controlled by the tourism destination authorities. This ideal situation, with the arrival of the era of Web2.0 interconnection interaction, has been greatly changed. The first thing affected is the change of communication path and the dispersion of control power. The traditional mass media communication path was changed to a variety of Web2.0 interactive platforms with a wider range, faster speed and better effect, such as Flickr,MSN,Blog,Twitter;, which was formerly owned by the tourism destination authorities to control the image of the tourist destination. It is spread out to countless individual users sitting behind the Web2.0 interconnect ports. This reform not only promotes the development of tourism, but also becomes the challenge of image communication control of tourist destination. In the past, the study of tourism destination image communication focused on the analysis and deconstruction of the tourism destination image itself, including the references and references of other disciplines, and the various theoretical frameworks and design concepts derived from it. Although it has practical operation and theoretical basis, it can not help the tourism destination authorities to accurately grasp tourists' gaze preference. In view of this, this study proposes to find out the image of Shanghai in the eyes of international tourists by using the backward research method, starting with the Shanghai tourism photos taken by international tourists and the Web2.0 tourism photo sharing behavior. In order to find out that the international tourist gaze of Shanghai is shifting, and to put forward and confirm the appearance of "urban humanistic tourism image", the author compares it with the image of Shanghai tourism promoted by official organizations. In addition, through the analysis of the behavior of Shanghai tourism photo transmission in the Web2.0 photo interactive website, it is found that the photo interaction behavior in the Web2.0 interactive platform plays a catalytic role in the transformation of international tourist gaze points.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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