基于符号传播学的区域旅游地品牌构建分析
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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。
In a consumption time, tourism marketing is on a large extent decided by consumers' demand. Tourism destination's brand is a common language in a consumption society. In order to meet the consumers'demand, it is necessary to build the brand not only through material substance, but also through the symbolic message. Communicating semeiology is becoming more and more important in today's society. From the aspects of Theory of Communicating Semeiology, brand of tourism destination is a symbol related to a given objects with particular meanings for communication and consumption. However, the current situation of tourism destination brand building is not optimistic. It is in an awkward position:popular on mass media, disdained by scholars and researchers, neglected when marketing tourism destinations. For these reasons, this paper focused on the brand building problems of regional tourism destination with the application of the Theory of Communicating Semeiology.
The subject, the content, the methodology as well as the approaches of this research were influenced by the western trends of thought such as the "cultural turn" and "visual cultural turn". In the subject section, issues were analyzed by the thoughts of diachrony and synchrony. Comparison method was adopted in this full text. Specifically, from the view points of diachrony, the development history of the sample of tourism destinations was reviewed and analyzed. The trends and patterns of symbols, representing tourism destinations in two kinds of tourism markets, were discussed and analyzed. From the view points of synchrony, three core elements were extracted from the symbolic system of tourism destination. These elements were related to the key questions of semeiology:the meaning of symbols(s-s), the objective concept of symbols(s-w), consumer's consumption and understanding of symbols (u-s). Finally, the results of the diachronic and synchronic analysis, along with the dynamic development of tourism destination brand, were used to give suggestion on the management of destination brand.
There are major conclusions from this study:
1) Based on the related researches of theory of communicating semeiology, a "three bodies, two wings" symbolic system of tourism destination was constructed. A dynamic formula of tourism destination brand management was set up. The symbolic system of tourism destination concluded three parts:tourism advertisement (representatum), tourism destination(object), tourists'consumption and interpretation of tourism destination(interpretant).
2) Based on the diachronic analysis of symbols of Chinese tourism destinations, a number of trends and disciplines were discovered. In the domestic market, the symbolic system of tourism destination is getting more complicated and diversified. In this stage, the rapid development of tourism destination was just like a myth composed by the producers (government and administrators), propagators (mass media), and consumers. Three features emerged from the development trends of symbol of tourism destination: for tourists/destinations, from the value "in use" to the value of "symbol"; for medias/destinations, from the concrete "properties of materials" to abstract "life style"; for information communication/authorities, from "ideology" to "imagology". Compared with the great changes happened in domestic tourism market, the symbolic changes of Chinese destinations happened in western countries were relatively small. China has changed a lot, however, because of the ingrained differences existed in eastern and western culture, the perception of western tourists about China was still as a oriental cultural, exotic and primitive country. Nevertheless, the phenomena of "two images, one China" on western medias had gradually influenced the initial image of China.
3) To analyze the question of "symbol as a representation for tourism destination" from the first aspect of symbolic system, it was argued that the tourism symbol of Shannxi was coincided with the object property. Perfect tourism setting was constructed by the symbols of tourism promotion throughout Shannxi province. It was constructed as a delicate, lovely, hospitable place. It was hard to find anything ugly. These features indicated that tourism destination had been commercialized in the process of producing the tourism handbooks. It indirectly affected the society of tourism destination. Meanwhile, when designing tourism symbolic, all kinds of symbols, especially the visual symbols and the oral symbols, should be matched with the destination.
4) As to answer the question of "what is the symbol of tourism destination" from the second aspect of synchronic analysis, it was indicated that a picture of tourism landscape with mixture of historical humanism, nature scenery, delicious food, folk-custom and characteristics had been displayed on medias by the tourism symbols of Shannxi tourism. However, symbols were different when tourism promotions implemented in domestic market compared with international market, or published on official medias compared with unofficial medias.
5) As to analyze "tourists'consumption and interpretation of tourism destination" from third aspect of symbolic system, cognitions, interpretation of symbols, tourism consumptions were different when comparing tourists from western countries as well as those from eastern countries. The behaviors of tourism spots choosing of these two kinds of tourists were accord with the theory of long tail. A good basis was provided for tourism promotion on internet. Ten classical symbols were interpreted and the influence of cultural value on tourism experience was examined. The results of diachronic analysis were confirmed.
6) As far as the management of tourism destination's brand was concerned, first of all, the inner relationships of tourism destinations should be cataloged. Secondly, attentions should be paid to the accouplement of four elements of the symbolic system of tourism destination's brand, which means that the three scopes of diachronic analysis should coordinated with both trends and current situation.
Innovations of this paper were mainly conclude as follows:
1) The meaning of brand was decomposed by the methods of theory of Communicating semeiology. Symbolic system of tourism destination branding was constructed, and the accouplement of four elements were argued as the key issues of tourism branding management.
2) A new angle and practical methods of operation were provided by the analysis of the accordance of tourism symbols with its brands.
3) Approaches of diachronic as well as synchronic analysis were integrated.
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。
In a consumption time, tourism marketing is on a large extent decided by consumers' demand. Tourism destination's brand is a common language in a consumption society. In order to meet the consumers'demand, it is necessary to build the brand not only through material substance, but also through the symbolic message. Communicating semeiology is becoming more and more important in today's society. From the aspects of Theory of Communicating Semeiology, brand of tourism destination is a symbol related to a given objects with particular meanings for communication and consumption. However, the current situation of tourism destination brand building is not optimistic. It is in an awkward position:popular on mass media, disdained by scholars and researchers, neglected when marketing tourism destinations. For these reasons, this paper focused on the brand building problems of regional tourism destination with the application of the Theory of Communicating Semeiology.
The subject, the content, the methodology as well as the approaches of this research were influenced by the western trends of thought such as the "cultural turn" and "visual cultural turn". In the subject section, issues were analyzed by the thoughts of diachrony and synchrony. Comparison method was adopted in this full text. Specifically, from the view points of diachrony, the development history of the sample of tourism destinations was reviewed and analyzed. The trends and patterns of symbols, representing tourism destinations in two kinds of tourism markets, were discussed and analyzed. From the view points of synchrony, three core elements were extracted from the symbolic system of tourism destination. These elements were related to the key questions of semeiology:the meaning of symbols(s-s), the objective concept of symbols(s-w), consumer's consumption and understanding of symbols (u-s). Finally, the results of the diachronic and synchronic analysis, along with the dynamic development of tourism destination brand, were used to give suggestion on the management of destination brand.
There are major conclusions from this study:
1) Based on the related researches of theory of communicating semeiology, a "three bodies, two wings" symbolic system of tourism destination was constructed. A dynamic formula of tourism destination brand management was set up. The symbolic system of tourism destination concluded three parts:tourism advertisement (representatum), tourism destination(object), tourists'consumption and interpretation of tourism destination(interpretant).
2) Based on the diachronic analysis of symbols of Chinese tourism destinations, a number of trends and disciplines were discovered. In the domestic market, the symbolic system of tourism destination is getting more complicated and diversified. In this stage, the rapid development of tourism destination was just like a myth composed by the producers (government and administrators), propagators (mass media), and consumers. Three features emerged from the development trends of symbol of tourism destination: for tourists/destinations, from the value "in use" to the value of "symbol"; for medias/destinations, from the concrete "properties of materials" to abstract "life style"; for information communication/authorities, from "ideology" to "imagology". Compared with the great changes happened in domestic tourism market, the symbolic changes of Chinese destinations happened in western countries were relatively small. China has changed a lot, however, because of the ingrained differences existed in eastern and western culture, the perception of western tourists about China was still as a oriental cultural, exotic and primitive country. Nevertheless, the phenomena of "two images, one China" on western medias had gradually influenced the initial image of China.
3) To analyze the question of "symbol as a representation for tourism destination" from the first aspect of symbolic system, it was argued that the tourism symbol of Shannxi was coincided with the object property. Perfect tourism setting was constructed by the symbols of tourism promotion throughout Shannxi province. It was constructed as a delicate, lovely, hospitable place. It was hard to find anything ugly. These features indicated that tourism destination had been commercialized in the process of producing the tourism handbooks. It indirectly affected the society of tourism destination. Meanwhile, when designing tourism symbolic, all kinds of symbols, especially the visual symbols and the oral symbols, should be matched with the destination.
4) As to answer the question of "what is the symbol of tourism destination" from the second aspect of synchronic analysis, it was indicated that a picture of tourism landscape with mixture of historical humanism, nature scenery, delicious food, folk-custom and characteristics had been displayed on medias by the tourism symbols of Shannxi tourism. However, symbols were different when tourism promotions implemented in domestic market compared with international market, or published on official medias compared with unofficial medias.
5) As to analyze "tourists'consumption and interpretation of tourism destination" from third aspect of symbolic system, cognitions, interpretation of symbols, tourism consumptions were different when comparing tourists from western countries as well as those from eastern countries. The behaviors of tourism spots choosing of these two kinds of tourists were accord with the theory of long tail. A good basis was provided for tourism promotion on internet. Ten classical symbols were interpreted and the influence of cultural value on tourism experience was examined. The results of diachronic analysis were confirmed.
6) As far as the management of tourism destination's brand was concerned, first of all, the inner relationships of tourism destinations should be cataloged. Secondly, attentions should be paid to the accouplement of four elements of the symbolic system of tourism destination's brand, which means that the three scopes of diachronic analysis should coordinated with both trends and current situation.
Innovations of this paper were mainly conclude as follows:
1) The meaning of brand was decomposed by the methods of theory of Communicating semeiology. Symbolic system of tourism destination branding was constructed, and the accouplement of four elements were argued as the key issues of tourism branding management.
2) A new angle and practical methods of operation were provided by the analysis of the accordance of tourism symbols with its brands.
3) Approaches of diachronic as well as synchronic analysis were integrated.
引文
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