基于跨文化视角的旅游地视觉表征差异分析——以中美游客镜头下的西藏为例

旅游地摄影是旅游者自身对目的地的视觉表征,通过潜在游客对目的地的形象感知影响其旅游决策.旅游地摄影被旅游企业视为旅游地视觉营销的重要策略.基于跨文化视角,以中美旅游者拍摄且上传网络的西藏旅游照片为研究对象,采用内容分析法、卡方检验、社会网络分析法和空间分析法,借助NVivo11.0、SPSS22.0、Ucinet6和ArcGIS10.2软件,探寻中美游客摄影图片对西藏视觉表征的差异,以期为旅游目的地定向营销提供参考依据.研究发现：（1）从照片编码树状节点频数来看,雄壮瑰丽的自然景观、虔诚的佛教信徒、神秘的民族非物质文化是西藏旅游形象的核心要素和符号.（2）从照片树状节点类目间差异分析来看,两组照片在自然景观、民族非物质文化、户外活动、舞台化表演和衣饰6个类目上存在统计学差异.中国旅游者的照片更倾向于表征自然景观、当地人生活细节、户外活动和精心设计的舞台化表演.美国游客的照片则更侧重于对原真性的民族非物质文化和绚丽多彩、独特别致的民族服饰的表征.（3）从照片"聚合形象地图"来看,美国样本的聚合形象地图较为复杂和多样化,而中国样本则相对简单有条理.（4）从中美游客地理摄影偏好来看,游客最爱拉萨.除此之外,中国游客更为偏爱那曲地区,而美国游客却更倾向于山南和日喀则地区.

The differences in visual representation of tourism destination based on cross-cultural perspective-A case of Tibet through the camera lenses of Chinese and American tourists

Tourism photography communicates destination image of tourists own visual representation. It plays an important role in potential tourists' perception of destination image, and then influences their decision-making process. Based on the cross-cultural perspective, the sample used in this research included online photos posted on the professional tourist website by domestic tourists and Flickr by American tourists previously. This exploratory study used content analysis, chi-square, social network analysis and geospatial analysis methods to explore whether there are differences between tourism destination images constructed and represented by photographs of domestic tourists and the images perceived and represented by American tourists.It obtains the following conclusions:(1) The overall image of Tibet is dominated by the magnificent natural landscape, the devout Buddhist believers and the mysterious ethnic intangible culture. (2) There are statistical differences between the two groups of photos in six categories that are nature landscape, ethnic intangible culture, local life, outdoor activity,stage performance and clothing. (3) From the photo "aggregated image maps" point of view, the American sample of the image of the polymerization is more complex and diverse, while the domestic sample is relatively simple and organized. (4) From the Chinese and American tourists geography photography preferences, visitors love Lhasa. In addition, Chinese tourists prefer the Nagqu area, while American tourists are more inclined to Shannan and Shigatse areas.