加拿大旅游局在中国的网络营销研究——以多模态和互动话语分析为视角-外国语言学及应用语言学专业论文.docxVIP

Acknowledgements Upon finishing the present thesis, I owe my sincere gratitude to those who have supported me and helped me all along the process. Primarily, my heartfelt thanks go to my supervisor, Professor Feng Jieyun, who ushered my way into the topic of the study, guided me through every step of the preparation and drafting and pushed me forward consistently. The present thesis would not be possible without her intellectual guidance and emotional support. Additionally, this study and the way it was carried out were partly inspired by her course of Discourse Analysis during my first year in UIBE. I shall extend my gratitude to Professor Feng Jieyun, whose advice not only greatly enriched this thesis and also proved to be instrumental in the construction of the theoretical backbone of the thesis. My gratitude also goes to all the professors, teachers and other faculty members in the School of International Studies, UIBE. They are selfless enough to share their rich knowledge and experience in the field of Intercultural Business Communication, which helped me build a broad and comprehensive intellectual foundation that make possible for me to complete this thesis. Lastly, I want to thank all my families and friends, who encouraged me and sustained me to finish my thesis writing. I shall be fully responsible for all the mistakes in the thesis. Wang Liang May, 2014 i i 摘 要 2012 年，加拿大旅游局在中国举办的“加拿大，你来代言”活动拉开帷幕， 在新浪微博上引起热议。该活动强化了加拿大的旅游目的地形象，并推动了中国 访问加拿大游客的增长。 本文研究对象是加拿大在华的网络营销，结合运用多模态和互动话语分析理 论，对加拿大旅游局新浪微博的语料进行收集、整理和分析。本文主要研究加拿 大旅游局多模态宣传语料的文化体现和微博中的互动模式，以及中国旅游推广部 门如何从中汲取经验这三个问题。 研究发现，从多模态话语分析角度，加拿大的宣传材料运用了图片及视频等 模态，并融入了加拿大和中国的文化，涉及到人物、饮食、建筑等方面。从互动 话语分析角度，加拿大在新浪微博的宣传分为两种：有奖式和无奖式微博。无奖 式微博话题更具延展性、互动的种类更多，更能激发网民的旅游意愿；互动分为 两种，一是加拿大旅游局和网民的互动，有评论反馈型和问题答案型。二是网民 之间的互动，更倾向于是朋友邀请、分享等情感行为。有奖式微博虽然能够吸引 众多网民的关注，但互动的种类较少。 因此有奖式和无奖式微博互为补充，是 整合旅游营销的一部分。本研究认为，以微博为例的社交媒体在新时代旅游营销 上有重大作用。作者希望通过该研究，一方面将话语分析与旅游营销结合起来， 另一方面也对中国旅游如何更有效地吸引海外游客提供建议。 关键词： 新浪微博 网络营销 加拿大旅游局 多模态话语 互动话语 ii ii ABSTRAC