热带地理 ›› 2017, Vol. 37 ›› Issue (4): 462-472.doi: 10.13284/j.cnki.rddl.002969

• 论文 • 上一篇    下一篇

东道国视域下中国出境游客形象的塑造与认知 ——基于泰国媒体文本挖掘视角

WIRUN PHICHAIWONGPHAKDEE(冯志伟)1,3,吴悦芳2,徐红罡1   

  1. (1.中山大学 旅游学院,广州 518000;2.佛山职业技术学院 财经管理系,佛山 528137;3.泰国素叻他尼皇家大学,泰国 84100)
  • 出版日期:2017-07-05 发布日期:2017-07-05
  • 通讯作者: 吴悦芳(1985―),女,广东湛江人,博士,讲师,研究方向为旅游流动性、旅游与社会文化、非物质文化遗产,(E-mail)2556083143@qq.com。
  • 作者简介:WIRUN PHICHAIWONGPHAKDEE(1981―),男,泰国清莱府人,博士研究生,讲师,研究方向为国家形象、公共政策、东南亚社会与文化、东盟问题,(E-mail)840558620@qq.com
  • 基金资助:
    广东省教育厅2016年重点平台及科研项目(2016WTSCX001)

Perception and Reacting Strategies to Chinese Outbound Tourist Image: Taking Thailand Public Media as an Example

WIRUN PHICHAIWONGPHAKDEE1,3,WU Yuefang2,XU Honggang1   

  1. [ 1.Sun Yat-sen University, School of Tourism,Guangzhou 518000,China;2.Department of Finance and Management,Foshan Polytechnic,Foshan 528137,China;3.Suratthani Rajabhat University(?????????????????????????????),Thailand 84100 ]
  • Online:2017-07-05 Published:2017-07-05

摘要:

以泰国媒体舆论的文本分析为基础,解析了东道国社会对中国出境游客形象的塑造、认知和应对策略,探讨游客形象塑造的行为―媒介―形象路径,理解微观的游客形象与宏观的国家形象间的互动关系。筛选了泰叻网146条新闻以及10条评论进行文本挖掘,借鉴旅游形象研究中认知―情感形象的分析结构,对泰国媒体的新闻和评论里中国游客的海外形象进行梳理。研究发现:中国游客的形象包括认知形象和情感形象2部分,泰国媒体对中国游客的认知形象侧重对游客的行为形象、文化形象、经济形象的展现,其中泰国社会对中国游客的经济购买力的认知形象具有主导地位。中国游客的市场价值和消费能力使其对泰国经济和社会的影响力上升,媒体舆论引导社会建立对中国游客整体的积极情感形象,并影响了泰国旅游业界对中国游客形象的应对策略。游客的微观行为与宏观的大国形象之间的认知差异形成了泰国社会对中国游客理解的张力与冲突,这为中国出境游客形象的塑造和优化带来新的启示。

关键词: 出境旅游, 媒体舆论, 游客形象, 国家形象, 泰国

Abstract: By conducting content analysis of public media materials in Thailand, this research investigates into the construction, understandings and comments of the Chinese outbound tourists’ images in the host country’s society. The interactions between public media, tourist behavior and tourist image were examined, while the dynamics between micro tourist image and macro country image were investigated. 146 pieces of news and 10 articles of comments from the website of Thairath.com were scrutinized, which were then classified and coded in accordance with the content analysis methodology. The analytic structure of cognition-affection image was employed in the classification. The research finds that, understandings of Chinese tourist image from Thailand society are composed of cognitive and affective ones, where for the former the three dimensions of behavioral image, cultural image and economic/purchasing power image of the Chinese outbound tourist are emphasized. The behavior image is demonstrated through trip characteristic and code of conduct of the tourists. And the cultural image is centered by cultural concept, religion tradition and social morality, while the economic/purchasing power image is formed based on understanding of the market capacity and consuming power of Chinese outbound tourists. Among them, the economic/purchasing power image is dominating in the perception of general Chinese tourist image in Thailand society. The market value and spending power of Chinese market makes it increasingly influential in Thailand economic and social development, which facilitates the formation of a generally positive affective image in the dominating public media. However, perception of Chinese tourist image is controversial from social media. Negative emotion is being generated from divergent user-operated media, such as Facebook and micro-blogging, which was further parted into different organizations like “Anti-Chinese in Chiang Mai”. In 2015 conflicts concerning the uncivilized behaviors and disappointing images of Chinese tourists on the internet occurred, and the market fluctuated. To cope with the negative impacts on inbound tourism market, proactive reacting strategies from Thailand government and tourism industry were implemented. Thailand government further emphasized the importance of Chinese market and deal with the abusive remarks on the internet. And Thailand tourism industries advocate cultural empathy and urge the citizen to deal with cultural differences rationally. Meanwhile, they have realized the discrepancy in public infrastructure and carrying capacity and act positively to solve the problems. It is also found from the research that the discrepancy in the perception of micro image of tourists and macro image of the country leads to the tension in Thailand people’s understanding towards China, and it sheds new light on the construction and refinement of Chinese outbound tourist image.

Key words: outbound tourism, media opinion, tourist image, national image, Thailand