Zhejiang Daxue xuebao. Lixue ban (Jan 2024)
Differentiation of tourism visual image of urban destinations before and after the policy of "Strong Provincial Capital" in China: Coding analysis based on Fuzhou OGC and TGC image data(“强省会”政策执行前后城市旅游视觉形象分异研究)
Abstract
In recent years, many places in China have begun to implement the policy of "Strong Provincial Capitals", which not only modifies the positioning of cities, but also affects the image of cities.In the era of Web2.0, image data has become an important carrier for the study of urban tourism image.Taking Fuzhou, the capital of Fujian province, as a case, and taking the implementation time of the "Strong Provincial Capital" policy as the cut-off point, this study collected the official generated content OGC and tourist generated content TGC from the internet before and after the implementation of the strategy respectively, and coded them according to the photo content with the help of Nvivo software.It compared the differences between the official tourism marketing organizations and the urban tourism image constructed by tourists in the two stages to explore the impact of the "Strong Provincial Capital" policy on OGC and TGC.The findings are as follows: before the implementation of "Strong Provincial Capital" strategy, OGC is good at shaping city tourism image with three categories of "close-up of architecture", "natural ecological landscape" and "overview of city and spot", which forms a triangular communication structure with these three as the core. On the other hand, TGC prefers to use the five categories of "natural ecological landscape", "close-up of character", "close-up of animal and plant", "close-up of architecture" and "close-up of road " to express the image of tourist cities which forms a cross scattered structure with "natural ecological landscape" as the center and the other four connected to it. After the implementation of the strategy of strengthening the provincial capital, OGC's communication mode did not change much, but paid more attention to the use of "artistic culture" and other categories to show the cultural heritage of Fuzhou, and the communication content is more diversified, the communication structure is more stable, which TGC tends to show the main role of human in conveying the image of urban tourism, and penetrates the category of "close-up of character" into other categories. Besides, OGC has a certain effect on TGC; "Strong Provincial Capital" strategy brings OGC clearer goal orientation; the strategy of "Strong Provincial Capitals" increases tourists' subjective consciousness as "people".(近年来，全国多地推行“强省会”政策，其在修正城市定位的同时也对城市形象产生影响。在Web 2.0时代，图像资料成为研究城市旅游形象的重要载体。以福建省省会福州市为案例，以“强省会”政策的执行时间为切割点，通过互联网分别收集政策执行前后官方生成内容（occupationally-generated content，OGC）和旅游者生成内容（tourist-generated content，TGC）），借助Nvivo软件对照片内容进行编码，比较“强省会”政策执行前后旅游营销组织与旅游者构造的城市旅游形象差异，探究“强省会”政策对OGC和TGC的影响。研究发现，在“强省会”政策执行前，OGC擅长用建筑特写、自然生态景观以及全景式城市和景区这3种类别塑造城市旅游形象，并形成以这3种类型为核心的三角形传播结构；TGC则青睐用自然生态景观、人物特写、动植物特写、建筑特写、道路特写5种类别表达旅游城市形象，形成以自然生态景观为中心，其他4种类别与之相连接的十字分散结构。在“强省会”政策执行后，OGC的传播方式没有发生太大变化，但更注重用艺术文化等类别展现福州市的文化底蕴，传播内容更加多元、传播结构更加稳固；TGC则更倾向于在传达城市旅游形象过程中表现“人”的主体作用，将人物特写渗透至其他类别。此外，研究还发现，OGC对TGC有一定影响；“强省会”政策为OGC带来了更加清晰的目标导向，为TGC增加了旅游者作为“人”的主体意识。)
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