Research on the destination image and cultural communication of the Yellow River based on tourists’ digital narrative
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摘要：
社交媒体中游客数字叙事对黄河旅游目的地形象与文化传播具有重要影响.整理了2019-03-11至2021-03-11用户在小红书上发布的笔记,共收集到与黄河相关的777篇笔记.采用内容分析法探索黄河旅游目的地的网络形象.研究发现,黄河旅游目的地形象在社交媒体上的游客数字叙事通过图片、文本等多种形式呈现;通过图片和视频等视觉符号形成整体形象,通过叙事阐述和细节等文本符号形成具体形象;游客通过其他人的数字叙事获得体验,构建目的地形象,并获取旅游灵感,形成黄河旅游目的地的文化传播;游客对于目的地的数字叙事强调有用性、美感、互动性与文化敏感性.有针对性地提出黄河流域旅游高质量发展营销策略.
The digital narration of tourists in social media has an important impact on the image and cultural communication of the Yellow River tourism destination. This research collated the notes published on Xiaohongshu from 2019-03-11 to 2021-03-11, and collected 777 articles related to the Yellow River. We use content analysis to explore online destination image of the Yellow River. The results show, the digital narrative of the Yellow River tourism destination image on social media is presented in many forms, such as pictures, texts and so on;the overall image is formed through visual symbols such as pictures and videos, and the specific image is formed through text symbols such as narrative elaboration and details;visitors gain experience through other people’s digital narration, construct destination image, and obtain tourism inspiration, forming the cultural communication of the Yellow River tourism destination;the digital narrative of tourists for the destination emphasizes usefulness, aesthetics, interactivity and cultural sensitivity, which further enriches the tourism destination image and cultural communication theory. Some targeted marketing strategies are proposed for high-quality tourism development in the Yellow River basin.
作者：
徐凤增 袭威
Xu Fengzeng;Xi Wei(School of Management,Shandong University,Jinan 250100,China;Center for Service Strategy and Service Management,Shandong University,Jinan 250100,China)
机构地区：
山东大学管理学院 山东大学服务战略与服务管理研究中心
出处：
《betway官方app 学报：自然科学版》 CAS 北大核心 2022年第5期1-8,F0002,共9页
Journal of Henan Normal University(Natural Science Edition)
基金：
国家社科基金重点项目(20AJY005) 山东省自然科学基金(ZR2019MG014) 山东社科智库沙龙重大调研咨询项目(ZKSL-2021-W04) 山东大学教育教学改革研究项目(2022Y228).
关键词：
黄河文化 目的地形象 数字叙事 文化传播
Yellow River culture destination image digital narrative cultural communication
分类号：
F590 [经济管理—旅游管理]
