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Abstract
Growing attention has been paid in the general tourism literature to destination imaging and branding. Usually the literature refers to images of developing destinations among international travelers from developed countries and ignores the increasing number of tourists from developing countries and their images of destinations abroad. This article takes a different tack in analyzing how three Chinese travel magazines present Europe to their audiences. Reverse analysis suggests that these consumer media pattern Europe in a way similar to that in which most Western media portray exotic destinations. Additionally it examines how such a benchmark is adapted to the idiosyncratic expectations of the local audience.
近年来，在旅游研究文献中关于旅游目的地意象化和品牌化的研究越来越受到重视。但是现有文献多数是关于来自发达国家的国际游客对于发展中国家旅游目的地所形成的意向，而忽略了日益增长的发展国家的旅游者以及他们对国外旅游目的地意向。本文采取不同的研究路径，分析了中国三种主流旅游杂志是如何向其受众展现欧洲的。研究结果表明这些宣传媒体中所描绘的欧洲与西方媒体中的描绘基本相似——即“异国情调”。此外，本文还检验了在中国本土受众的期望特质下该意象是如何具体体现的。