旅游凝视下主客双方在旅游地形象建构中的作用研究.docxVIP

旅游凝视下主客双方在旅游地形象建构中的作用研究 陈玉莲 [摘 要]近年来，各旅游地不断营造各种视觉盛宴，游客则通过摄影等方式来记录所“看”。而这主客双方的互动，不断推动着旅游目的地形象的建构。英国社会学家Urry所提出的“旅游凝视理论”，如今已成为旅游研究的重要理论分析工具。在旅游凝视理论的指导下，以肇庆市为案例地，通过访谈法对主客双方的互动进行探究，发现两者对形象建构的不同作用。旅游地政府主要通过建构凝视物、媒体表征形象塑造旅游者感知、反凝视旅游者感知，来建构和管理形象。而旅游者则通过前凝视、凝视、传播凝视记忆，完成形象再建构。即使政府不断建构凝视物来“规训”旅游者的凝视行为、塑造其感知，但双方由于立场和权益等不同，所建构的旅游目的地形象也存在一定的偏差。 [关键词]旅游凝视;主客双方;旅游地形象建构;作用研究 [中图分类号] F590 [文献标识码] A [文章编号] 2095-3283（2020）08-0092-05 Absrtact： In recent years， in order to attract tourists attention， various tourist destinations have been creating various visual feast， while tourists record what they see by means of photography. The interaction between the host and the guest constantly promotes the construction of tourism destination image. The theory of tourism gaze proposed by the British sociologist Urry has become an important theoretical analysis tool in tourism research. Under the guidance of the theory of tourism gaze， this paper takes Zhaoqing City as a case， explores the interaction between the host and the guest through the interview method， and finds the different effects of the two on image construction. The government of tourist destination constructs and manages the image mainly by constructing gaze objects， media characterization image， shaping the perception of tourists and anti gaze perception of tourists. And tourists complete image reconstruction through front gaze， gaze and spread gaze memory. Even though the government constantly constructs gaze objects to discipline the tourists gaze behavior and shape their perception， due to different positions and rights， there are certain deviations in the constructed terrain image of tourism purposes Key Words： Tourist Gaze; Host and Guest; Image Construction of Tourist Destination; Function Research 一、引言 旅游本來就是一种“观看”与“被观看”的关系[1]。为了满足游客“看”，各旅游地想尽办法营造各种视觉盛宴。近年来，借助视觉营销，各旅游地的旅游广告更具视觉冲击。而旅游者在旅游过程中不断通过摄影的方式来记录自己所“看”到的旅游地。因此，有学者认为形象离不开“看”，与视觉有着密切联系[2]。而社会学家 Urry提出“旅游凝视”理论，并表示“旅游凝视”是以一种隐喻