基于传播学视角的旅游目的地形象研究综述

以国内外旅游目的地形象的研究成果为基础,从传播学角度对旅游目的地形象的概念、影响因素进行归总;提出旅游目的地形象是旅游地特征性、突显性、综合性信息的凝聚。旅游目的地形象以目的地原始信息为素材,形成于传播机制,并通过旅游者心理暗箱作用于其行为。因此,我国旅游目的地形象传播的研究需跃出单纯的宣传策划层面,扩大到形象生成和运行的过程中,深入至形象信息流动的所有环节中去。

A Review of Tourism Destination Image in the Light of Communication

This paper,based on the research results of tourist destination image both home and abroad,not only sums up the concept,influencing factors and shaping process of tourism destination image from the perspective of communication,but also argues that tourism destination image is essentially a condensation of tourism destination features,remarkableness and comprehensive information.The image of tourism destination takes the original information as its material,forms by means of communication mechanism and acts on the tourists＇ behaviors through their psychological black case.Its communication research in China should go beyond the level of pure propaganda,expanding largely to all the processes of the image generation and operation as well as to all its links of the image information flow.