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旅游导刊

旅游导刊 ›› 2025, Vol. 9 ›› Issue (3): 44-66.DOI: 10.12054/lydk.bisu.291

• 研究论文 • 上一篇    下一篇

社交媒体地方营造背景下游客情感体验的生成机制研究

李创新1,2, 李蓉1,2(), 叶丽清1,2, 胡东雪1,2   

  1. 1.北京第二外国语学院旅游科学学院 北京 100024
    2.北京旅游发展研究基地 北京 100024
  • 收稿日期:2024-06-07 修回日期:2025-02-07 出版日期:2025-06-30 发布日期:2025-07-07
  • 通讯作者: 李蓉（2000—），女，山东德州人，北京第二外国语学院硕士研究生，研究方向为旅游者行为、旅游休闲经济与战略管理，通讯作者，E-mail：lirong7713@163.com
  • 作者简介:李创新（1983—），男，河南洛阳人，博士，北京第二外国语学院旅游科学学院教授，硕士生导师，研究方向为旅游市场开发、游客行为价值链、文旅融合传播、入境旅游流；
    叶丽清（1999— ），女，江西景德镇人，北京第二外国语学院旅游科学学院硕士研究生，研究方向为旅游流动性、旅游地形象；
    胡东雪（2000— ），女，北京人，北京第二外国语学院旅游科学学院硕士研究生，研究方向为旅游休闲经济与战略管理、旅游市场开发。
  • 基金资助:
    国家社会科学基金艺术学重大项目“新时代对外文化交流和旅游推广体系创新研究”(21ZD07)

Research on the Generating Mechanism of Tourists’Emotional Experience in the Context of Social Media-driven Place-making

LI Chuangxin1,2, LI Rong1,2(), YE Liqing1,2, HU Dongxue1,2

  1. 1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
    2. Research Center for Beijing Tourism Development, Beijing 100024, China
  • Received:2024-06-07 Revised:2025-02-07 Online:2025-06-30 Published:2025-07-07

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摘要：

社交媒体地方营造是构建目的地形象、广泛传播地方意义的重要方式，同时也影响到游客的具身实践方式与情感体验。本文以网红城市淄博作为典型案例，基于扎根理论技术手段，尝试揭示社交媒体地方营造背景下“媒介凝视—媒介朝圣—情感反应”的游客情感体验生成机制。研究表明：社交媒体地方营造是借助社交媒体建构独特地方内涵的过程；媒介在游客情感体验经历的“媒介凝视—媒介朝圣—情感反应”过程中起催化作用；游客通过“媒介凝视”接收其他主体塑造的地方形象，并参与到社交媒体的讨论之中，产生对旅游地的想象和期待，激发媒介“朝圣”动机；当游客在场体验时，基于媒体构建的符号和自身经验，感知地方物质空间和人文空间，巩固对地方意义的解读，加强与目的地的联结；在互动过程中，游客随着参与程度和对地方理解的不断加深，其身体情感和地方情感会得到升华。本研究揭示了媒介在地方营造中的作用，旨在为社交媒体时代网红旅游地的构建与传承地方意义提供启示，并深化有关游客体验的理论探究。

关键词: 社交媒体; 地方营造; 情感体验; 生成机制; 淄博

Abstract:

In the era of “traffic is king,” place-making through social media has become a key approach for constructing destination images and widely disseminating the significance of places. They also influence tourists’ embodied practices and emotional experiences. To explore tourists’ emotional experiences in the context of social media place-making, this study considered the popular city of Zibo as a typical case. Using the grounded theory methodology, this study reveals the mechanism behind the generation of tourists’ emotional experiences in the context of social media place-making. These findings indicate that social media place-making is the process of constructing a distinctive place identity using social media platforms. The media catalyzes tourists’ emotional experiences through the process of “media gaze-media pilgrimage-emotional response.” Through “media gaze,” tourists receive place images shaped by other stakeholders and engage in discussions on social media, which guides their imagination and expectations of the destination, thereby stimulating their motivation for media pilgrimage. Onsite, tourists perceive the physical and humanistic spaces of a destination based on media-constructed symbols and their own experiences, reinforcing the interpretation of local meanings and strengthening their connections with the destination. Through this interactive process, tourists enhance their engagement and understanding of a place, thereby elevating their physical and emotional connections with the destination. This study highlights the significant role of social media in place-making, providing a typical case for constructing and inheriting local meanings in popular social media-driven tourist destinations. This study also deepens the theoretical exploration of tourist experiences at popular destinations shaped by social media.

Keywords: social media; place-making; emotional experience; generating mechanism; Zibo

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