湖南文旅品牌形象自塑的话语建构研究

The Discursive Construction of Self-Projected Images in Hunan Cultural Tourism Brands

摘要: 文旅品牌自主传播文本既承担信息传递功能，也参与目的地形象的主动建构。本文选取张家界武陵源、凤凰古城、崀山、岳阳楼、炎帝陵和湘绣城6个湖南代表性文旅品牌及景区，以官方网站介绍文本构建小型专题语料库，并参照目的地形象研究将语料划分为文化资源、自然资源、旅游体验、价值地位和设施服务五类，结合评价理论考察其话语实现方式。研究发现，品牌自塑主要呈现“资源实体化–体验过程化–价值评价化”的建构路径：地方性资源构成形象锚点，活动表达将静态资源转化为游客可参与的实践，积极鉴赏资源进一步赋予其审美与文化价值。不同品牌的差异主要源于资源选择及其体验方式。研究同时指出，官网自塑属于经过主体筛选的投射性话语，不能等同于游客感知形象。

Abstract: The autonomous communication texts of cultural and tourism brands not only perform the function of information transmission, but also participate in the proactive construction of destination image. This paper selects six representative cultural and tourism brands and scenic spots in Hunan Province, namely Zhangjiajie Wulingyuan, Fenghuang Ancient Town, Langshan, Yueyang Tower, Emperor Yan’s Mausoleum and Xiang Embroidery City. A small specialized corpus is built based on the introductory texts from their official websites. Drawing on destination image research, the corpus is categorized into five dimensions: cultural resources, natural resources, tourist experience, value status, and facilities and services. The discursive realization patterns are examined within the framework of the Appraisal Theory. The results reveal that the self-framing of these brands follows a construction path of “substantiation of resources - proceduralization of experience - evaluative valorization”. Local resources serve as the anchor of destination image; activity representations transform static resources into participatory practices for tourists; positive appreciation further endows these resources with aesthetic and cultural values. Variations across brands mainly stem from their choice of resources and the modes of experience they provide. This study also indicates that the self-image projected on official websites is subject-filtered projective discourse, which cannot be equated with tourists’ perceived image.