本校學位論文庫
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龙晓昱
柳嘉信
葡語國家研究院
葡語國家研究碩士學位課程(中文學制)
碩士
2023
巴西歷史城市文化形象建構 : 關於巴伊亞薩爾瓦多的實證研究
The Cultural Images Construction in Brazilian Historical City : An Empirical Study of Salvador de Bahia
旅遊目的地形象 ; 城市形象 ; 旅遊凝視 ; 巴西 ; 文化遺產
Destination Image ; City Image ; Tourists Gaze; Brazil; Cultural Heritage
巴伊亞薩爾瓦多作為巴西文化的源頭,其上城區的歷史中心是聯合國教科文組織認定的世界文化遺產。近年來,當地政府為了提升城市吸引力採取了一系列舉措,但效果欠佳。互聯網迅速發展為旅遊目的地形象研究來源拓展了新的渠道。據此本研究從旅遊凝視理論出發,利用旅遊目的地形象的“認知形象-情感形象-整體形象”三維框架,通過定量內容分析結合紮根編碼的研究方法,以巴伊亞薩爾瓦多官方目的地營銷組織和政府機構官網內容為目的地投射形象來源,“貓途鷹”上的遊客生成內容為目的地感知形象來源,對比官方投射的城市文化形象和遊客感知的城市文化形象差異,探索巴伊亞薩爾瓦多城市文化形象特質,為投射主體適應目的地營銷和推廣,優化城市文化形象建構提出建議。 研究發現,巴伊亞薩爾瓦多城市文化形象是由認知形象-情感形象-整體形象構成的復合形象。其中,投射形象和感知形象存在一定偏差,主要表現在:對具體旅遊活動投射-感知供需不協調,對基礎設施建設、景區管理維護、社會治安認知的錯位。產生差異的原因主客雙向凝視下的三級凝視偏差,包括主體立場差異、主體間資訊接受和解讀差異、主體間資訊反饋偏差。據此,從城市基礎設施建設以及城市文化形象深入挖掘和傳播角度提出相應建議,以期為巴伊亞薩爾瓦多城市文化形象建構和遺產旅遊高質量發展提供參考。
As the birthplace of Brazilian culture, The Historic Center of the Upper City of Salvador de Bahia is a UNESCO World Heritage Site. In recent years, the local government has taken several initiatives to increase the tourism attractiveness of the destination, but the effect is not satisfactory. The rapid development of the Internet has expanded the sources of information for tourism destination image research. Based on this, this study adopts the tourist gaze theory and uses the three-dimensional framework of destination image “cognitive image-affective image- global image” to compare the projected image and perceived image of Salvador de Bahia. The methods of grounded coding, quantitative content analysis, and LDA modeling are used to explore the characteristics and construction of the destination image. The official websites of the DMO and NTO are used as the source of the projected image, and the tourist-generated content on Trip Advisor is the source of the perceived image. The study found that the city image of Salvador de Bahia is a composite image composed of cognitive image, affective image, and overall images. Among them, there is a certain deviation between the projected image and the perceived image. The differences in the city image of Salvador de Bahia are mainly manifested in the mismatch of supply and demand for specific tourism activities, the dislocation of cognition on infrastructure construction, scenic spot management and maintenance, and social security. The reasons for the discrepancies include subject position differences, inter-subject information reception and interpretation differences, and inter-subject information feedback bias. Based on this, corresponding suggestions are put forward from the perspectives of destination image construction and communication, to provide a reference for the high-quality development of city image construction and cultural heritage tourism in Salvador de Bahia.
2024
中文
151
致 謝 I
摘 要 II
Abstract III
縮 寫 V
目 錄 VI
圖目錄 VIII
表目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的和意義 7
第三節 研究內容和問題 9
第二章 目的地形象建構之相關文獻綜述 12
第一節 旅遊凝視理論和雙向凝視 12
第二節 目的地形象研究 14
第三節 巴伊亞薩爾瓦多之城市形象相關研究 31
第三章 研究方法與設計 35
第一節 基於紮根理論的內容分析法運用 35
第二節 基於目的地形象來源確定的樣本選擇與分析路徑 37
第四章 研究分析與發現 56
第一節 巴伊亞薩爾瓦多遊客基礎資訊分析 56
第二節 巴伊亞薩爾瓦多感知形象分析 63
第三節 巴伊亞薩爾瓦多投射形象分析 84
第四節 巴伊亞薩爾瓦多感知形象和投射形象對比分析 101
第五章 結論 107
第一節 研究結論與建議 107
第二節 研究不足與展望 116
參考文獻 118
附 錄 127
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