基于符号传播学的区域旅游地品牌构建分析
发布时间：2019-05-28 21:18
【摘要】： 在这个消费的时代,一切以消费者为主导,品牌是这个消费社会通用的语言。为了满足消费者需求,品牌不仅以物质实体的形式,更以符号化的信息构筑起整个消费神话,品牌符号在今天的消费社会凸现出越来越重要的作用。从符号学和传播学来看,旅游地品牌是用以指称特定客观对象的具有一定内涵义的传播符号和消费符号。而在目前国内现状,旅游地品牌处于一个“三难”境地：大众传媒的风光,学术研究的寂寞,以及现实世界刚刚起步的旅游品牌建设。基此本文以符号传播学理论为研究视角,探讨旅游地品牌尤其较为复杂的区域旅游地品牌的构建问题。 本文在研究问题、研究内容、研究方法以及方法论上都受到西方研究思潮的“文化转向”以及“视觉文化转向”影响。在本文主体部分,笔者始终以历时态与共时态的研究思路来组织和分析问题,并让研究事物的比较思维贯穿全文。具体而言,从问题的提出到剖析样本旅游地的发展状况,尤将其置于中国这个大区域背景,探讨中国这一旅游地在两类市场中的符号变迁,试图厘清符号发展趋势和规律,这是一个历时态角度。其次,从样本旅游地符号系统分解出三个核心要素,也是符号学的三个关键问题：符号所涉及的客观对象(S-W),符号是什么(S-S),消费者对符号的解读和消费(U-S)。这是一个横组合的研究方法,即共时态角度。最后,综合历时态和共时态分析结果,利用旅游地品牌动态生产模式提出相关品牌管理对策。 通过研究得到下列结论： 1)基于符号传播学理论和国内外相关研究,本文构建了“三体两翼”旅游地品牌符号系统。旅游地符号系统包括三个部分：旅游广告(符形)、旅游地(符号对象)、游客对旅游地的阐释和消费(符释)。 2)基于国际和国内传媒的中国旅游地符号历时性分析,可以发现一些趋势和规律。在国内市场中,旅游地的符号系统愈来愈复杂化和多元化,此阶段旅游地发展表现为一个个由生产者(政府和其他管理者)、传播者(大众媒体)和消费者共谋而成的神话。旅游地符号发展趋势呈现三大特点：游客／旅游地,从“使用价值”到“符号价值”；传播媒介／旅游地,从具体“物的属性”到抽象“生活方式”；传播讯息／权力结构,从“意识形态”到“意象形态”。相比于国内市场中的中国旅游地符号变化,西方世界中的中国旅游地符号变迁较为微小。虽然在局部发生某些变化,但由于文化根深蒂固的差异,多少年来中国还是以一个具有东方文化、异国情调的原生态之地呈现在国际媒体中。同时由于西方媒体中“两个中国形象”并存,导致这种本底形象在日渐发生动摇。 3)针对符号系统中第一个角度“符号对旅游地表征”问题,发现总体上陕西旅游地符号与其对象客体存在一致性。陕西各地旅游宣传符号都试图营造出一幅“完美”旅游场景,构建出一个精致美好的等待游客光临的空间,“杂草种类”难觅其踪。这些特征表明了符号的生产者在旅游手册的制造过程中,旅游地已经以一种商品被制造出来,从而间接对旅游地的社会建构产生影响。同时在进行旅游地符号设计时,需注意该旅游地所有符号尤其视觉符号和言语符号之间的匹配性。 4)针对符号共时性分析的第二个角度“旅游地符号是什么?”问题,本文研究发现传媒上的陕西旅游符号展示了一副历史人文和自然风光、丰富小吃和特色民俗相互糅合的陕西旅游景观。但是在面对国际市场和国内市场的旅游宣传媒介、官方与非官方的传播媒介之间,陕西这一旅游地符号存在差异。 5)针对符号系统中第三个角度“游客对旅游地符号解读和消费”问题,研究得出中西游客在陕西旅游地幻想、符号解读和旅游景点消费等方面皆存在差异。同时两类市场游客景点选择皆符合长尾理论,这一现状为旅游地的网络宣传提供了一个良好基础。通过十大典型符号的解读差异,得出文化价值观对旅游体验的影响,进一步印证了符号历时性分析得出的结论。 6)结合上述研究,本文构建了旅游地品牌动态生成模式,结合该模式对旅游地品牌进行分析和管理,需做到：首先厘清区域旅游地与其内部中观、微观旅游地之间的关系,进行整合营销传播；其次关注旅游地品牌符号系统内外四对要素之间的对接性,即共时性分析的三对范畴和符号现状与历时趋势的符合性。 本研究试图在以下方面进行创新： 1)基于符号传播学视角,对品牌内涵进行剖析,构建了旅游地品牌符号系统,并提出了四对要素的对接性是旅游地品牌管理的核心。 2)陕西旅游地品牌符号对接性分析,尤其是对中国这一国家旅游地品牌的符号传播历时性分析,获取到的两类市场流行动态和时尚趋势,皆能为其他旅游地品牌管理提供一种新的视角和实践操作流程版本。 3)历时性与共时性研究方法的结合。
[Abstract]:In this time of consumption, all is dominated by consumers, and the brand is the common language of this consumer society. In order to satisfy the consumer's demand, the brand not only constructs the whole consumption myth in the form of the material entity, but also the symbolic information, and the brand symbol has a more and more important role in today's consumption society. In the view of semiotics and communication, the brand of tourism is the transmission symbol and the consumption symbol which are used to refer to the specific objective object. In the present domestic situation, the brand of tourism is in a "three difficulty" situation: the scenery of the mass media, the loneliness of academic research, and the construction of the tourism brand just starting in the real world. Based on the theory of symbol communication, this paper discusses the construction of the brand of the tourism-place brand, especially the complex regional tourism. In this paper, the research issues, the research contents, the research methods and the methodology are all subject to the "cultural steering" of the western research trend and the visual cultural steering " Influence. In the main part of this paper, the author has always organized and analyzed the problem with the study of the diachronic and cotenses, and made the comparative thinking of the research In particular, from the point of view to the analysis of the development of the sample tourism, especially in the background of China's large area, this paper discusses the symbol changes of China's tourism in two kinds of markets, and tries to clarify the development trend and the law of the symbol, which is a diachronic time. Second, it is the three key problems of the semiotics: the objective object (S-W), what the symbol is (S-S), the consumer's interpretation and consumption of the symbol (U -S). This is a horizontal combination of research methods, i.e., State angle. Finally, the comprehensive diachronic state and the co-temporal analysis result, make use of the brand dynamic production mode of the tourism to put forward the relevant brand tube. through research and research The following conclusions are obtained:1) Based on the theory of symbol communication and relevant research at home and abroad, this paper constructs the "trunk>" three-body twos" "i Mage form ". Western world compared to the change of Chinese tourism in the domestic market The change of the symbol of Chinese tourism in China is very small. Although some changes have taken place in the local area, in the past few years, China still has a culture of oriental culture and different national conditions due to the deep-rooted differences in culture. The original ecological land of the tone is presented in the international media. At the same time, due to the coexistence of the "two Chinese images" in the western media, in response to that first angle "The Characteristic of the Symbol to the Tourism" problem in the symbol system, it is found that the overall image The symbol of the tourism in Shaanxi is consistent with the object's object. The tourism propaganda symbol in Shaanxi tries to create a "perfect" tourism scene, and build a fine and beautiful space for tourists to come to. The features of the symbol indicate that the producer of the symbol has been manufactured in a commodity in the course of the travel manual. In the meantime, it is necessary to pay attention to all the tourist places in the design of the tourist site. The matching between the symbol, especially the visual symbol and the speech symbol.4) The second angle "What is the tourist ground symbol?" of the symbol synchronic analysis, the study finds that the Shaanxi tourism symbol on the media shows a history of humanity and nature. The scenery, the rich snacks and the special folk customs are mutually exclusive of the Shaanxi tourism landscape, but in the face of the international market and the domestic market, the official and non-official According to the third angle "The Tourist's Interpretation and Consumption of the Tourist's Symbol" problem in the symbol system, the Chinese and Western tourists are found in the official communication media. There are differences in the tourism, symbol reading and the consumption of tourist attractions in Shaanxi. The long-tail theory provides a good basis for the network propaganda of the tourist area. Through the interpretation of the ten typical symbols, the cultural values are obtained. Based on the above-mentioned research, this paper constructs the model of the brand dynamic generation of the tourism, and analyzes and manages the brand of the tourism in combination with the model. The relationship between the regional tourism land and its internal and micro-tourism areas is the whole marketing communication. Secondly, it is concerned about the four-to-one elements inside and outside the brand symbol system of the tourism 3-to-3-to-3-to-3-to-3-to-peer analysis The paper attempts to make innovations in the following respects:1) based on the perspective of the communication of the symbols, the connotation of the brand is In this paper, the brand symbol system of tourism is constructed, and the four-to-one is the core of the brand management of the tourism. In particular, the diachronic analysis of the symbol transmission of the national tourism brand in China has been obtained The two types of market trends and fashion trends can be
【学位授予单位】：陕西师范大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F592.7;F273.2
本文编号：2487371
[Abstract]:In this time of consumption, all is dominated by consumers, and the brand is the common language of this consumer society. In order to satisfy the consumer's demand, the brand not only constructs the whole consumption myth in the form of the material entity, but also the symbolic information, and the brand symbol has a more and more important role in today's consumption society. In the view of semiotics and communication, the brand of tourism is the transmission symbol and the consumption symbol which are used to refer to the specific objective object. In the present domestic situation, the brand of tourism is in a "three difficulty" situation: the scenery of the mass media, the loneliness of academic research, and the construction of the tourism brand just starting in the real world. Based on the theory of symbol communication, this paper discusses the construction of the brand of the tourism-place brand, especially the complex regional tourism. In this paper, the research issues, the research contents, the research methods and the methodology are all subject to the "cultural steering" of the western research trend and the visual cultural steering " Influence. In the main part of this paper, the author has always organized and analyzed the problem with the study of the diachronic and cotenses, and made the comparative thinking of the research In particular, from the point of view to the analysis of the development of the sample tourism, especially in the background of China's large area, this paper discusses the symbol changes of China's tourism in two kinds of markets, and tries to clarify the development trend and the law of the symbol, which is a diachronic time. Second, it is the three key problems of the semiotics: the objective object (S-W), what the symbol is (S-S), the consumer's interpretation and consumption of the symbol (U -S). This is a horizontal combination of research methods, i.e., State angle. Finally, the comprehensive diachronic state and the co-temporal analysis result, make use of the brand dynamic production mode of the tourism to put forward the relevant brand tube. through research and research The following conclusions are obtained:1) Based on the theory of symbol communication and relevant research at home and abroad, this paper constructs the "trunk>" three-body twos" "i Mage form ". Western world compared to the change of Chinese tourism in the domestic market The change of the symbol of Chinese tourism in China is very small. Although some changes have taken place in the local area, in the past few years, China still has a culture of oriental culture and different national conditions due to the deep-rooted differences in culture. The original ecological land of the tone is presented in the international media. At the same time, due to the coexistence of the "two Chinese images" in the western media, in response to that first angle "The Characteristic of the Symbol to the Tourism" problem in the symbol system, it is found that the overall image The symbol of the tourism in Shaanxi is consistent with the object's object. The tourism propaganda symbol in Shaanxi tries to create a "perfect" tourism scene, and build a fine and beautiful space for tourists to come to. The features of the symbol indicate that the producer of the symbol has been manufactured in a commodity in the course of the travel manual. In the meantime, it is necessary to pay attention to all the tourist places in the design of the tourist site. The matching between the symbol, especially the visual symbol and the speech symbol.4) The second angle "What is the tourist ground symbol?" of the symbol synchronic analysis, the study finds that the Shaanxi tourism symbol on the media shows a history of humanity and nature. The scenery, the rich snacks and the special folk customs are mutually exclusive of the Shaanxi tourism landscape, but in the face of the international market and the domestic market, the official and non-official According to the third angle "The Tourist's Interpretation and Consumption of the Tourist's Symbol" problem in the symbol system, the Chinese and Western tourists are found in the official communication media. There are differences in the tourism, symbol reading and the consumption of tourist attractions in Shaanxi. The long-tail theory provides a good basis for the network propaganda of the tourist area. Through the interpretation of the ten typical symbols, the cultural values are obtained. Based on the above-mentioned research, this paper constructs the model of the brand dynamic generation of the tourism, and analyzes and manages the brand of the tourism in combination with the model. The relationship between the regional tourism land and its internal and micro-tourism areas is the whole marketing communication. Secondly, it is concerned about the four-to-one elements inside and outside the brand symbol system of the tourism 3-to-3-to-3-to-3-to-3-to-peer analysis The paper attempts to make innovations in the following respects:1) based on the perspective of the communication of the symbols, the connotation of the brand is In this paper, the brand symbol system of tourism is constructed, and the four-to-one is the core of the brand management of the tourism. In particular, the diachronic analysis of the symbol transmission of the national tourism brand in China has been obtained The two types of market trends and fashion trends can be
【学位授予单位】：陕西师范大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F592.7;F273.2
【引证文献】
相关期刊论文 前1条
1 马秋芳;;旅游地媒体符号的内容分析——以陕西省为例[J];旅游科学;2011年03期
相关博士学位论文 前3条
1 谢雪梅;入境游客旅游地意向认知的性别差异研究[D];陕西师范大学;2011年
2 刘丽娟;基于消费者的旅游目的地品牌资产—模型构建与评价[D];南开大学;2013年
3 谭锐;滇西北旅游目的地品牌差异化研究[D];厦门大学;2014年
相关硕士学位论文 前1条
1 陆文婧;跨文化旅游电视广告中刻板印象的探究[D];暨南大学;2013年
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