摘要
美国是中国第四大入境旅游客源国和世界出境旅游大国。对比研究美国人人境前后的中国旅游形象，对于开展国家旅游形象营销、拓展入境旅游美国市场具有重要意义。采用三个形象调查经典问题，收集美国人对中国的刻板形象、情感形象和独特形象词汇，应用文本分析法进行研究。结论为：美国人的中国刻板形象、情感形象和独特形象正面积极且入境后较入境前更具体、积极和贴近事实；美国人对中国旅游形象的认识具有一致性；美国人人境前后的中国旅游形象词汇频率分布均呈指数衰减，高频词汇仅3～4个；美国人对中国的特色建筑、著名城市、独有事物、自然景观等抱有浓厚兴趣，塑造国家旅游形象时应充分利用这一特点。
Though America is the fourth largest tourist resource country of China and the biggest outbound tourism country all over the world, the American inbound arrivals in China increase slowly in recent years, so research on China＇ s tourism image of the pre and post Americans entry is significant to advance the cultural strength and promote the international arrivals to China. Three open - ended TDI questions proposed by Echtner and Ritchie are used, and the stereotypical image, the affective image and the unique- ness image of the pre and post Americans entry are studied in the paper. Four conclusions are reached that the stereotypical image, the affective image and the uniqueness image of the pre and post Americans entry are all positive; the stereotypical image, the af- fective image and the uniqueness image of the post Americans entry become more precise, concrete and positive than that of the pre Americans entry; the stereotypical image and the uniqueness image of the Americans entry are coherence, but the stereotypical im- age and the uniqueness image are more coherence among the pre travellers than that of the post travellers＇ , while the affective im- age is almost the same as the pre and the post Americans entry ; the distribution of phrase frequency with ranks about the stereotyp- ical image, the affective image and the uniqueness image of the pre and the post travelers are all power - law distribution. But the decay speed of the post travelers＇ stereotypical image and the uniqueness imageare more quickly than that of pre travelem＇ , while the decay speed of the affective of the pre and the post travelers are almost the same. Americans are interested in the unique archi- tectures, the famous metropolis, the natural landscape mad the other unique things in China and this peculiarity should be used in the national image marketing.
出处
《旅游研究》
2014年第1期12-20,共9页
Tourism Research
基金
国家自然科学基金项目(41371154)
教育部新世纪优秀人才支持计划(NCET 110673)
关键词
美国人
刻板形象
情感形象
独特形象
Americans
the stereotypical image
the affective image
the uniqueness image
