重塑“可親近的澳門”：社會表徵理論視域下旅遊 目的地形象的公眾認知轉型研究

重塑“可親近的澳門”：社會表徵理論視域下旅遊

目的地形象的公眾認知轉型研究

白婧婷

摘 要：本研究基於社會表徵理論，探討澳門旅遊形象如何從“奢侈賭城”轉變為“可親近的文化遺產城市”。研究聚焦“窮遊澳門”這一新興觀念及其實踐，通過網絡內容分析、典型案例研究與遊客深度訪談等質性研究方法，系統考察了官方話語、數字媒體內容與遊客實踐三者如何互動並重塑澳門的旅遊社會表徵。研究發現，公眾通過強調世遺景觀與市井體驗，逐步構建起去賭場化的澳門新形象。這一認知轉型過程，揭示了旅遊地形象在社會互動中的動態建構機制，也為澳門文旅融合發展提供了學理參照與實踐啟示。

關鍵字：社會表徵理論 澳門 旅遊目的地形象 公眾認知轉型

Rebuilding “Accessible Macao”: A Study on the Public Perception Transformation

of Tourist Destination Images from the Perspective of Social Representation

Theory

BAI Jingting

Abstract: Based on the theory of social representation, this study explores how Macao’s tourism image has transformed from a “luxury gambling city” to an “accessible cultural heritage city”. This study focuses on the emerging concept of “budget travel in Macao” and its practice. Through qualitative research methods such as online content analysis, discourse analysis, case studies and in-depth interviews with tourists, it systematically examines how official discourse, digital media content and tourist practice interact and reshape the social representation of Macao’s tourism. Research has found that the public has gradually built a new image of Macao that is de-casino by emphasizing the World Heritage landscape and the experience of the common people. This cognitive transformation process reveals the dynamic construction mechanism of the image of tourist destinations in social interaction and also provides theoretical references and practical inspirations for the integrated development of culture and tourism in Macao. 

Key words: Social Representation Theory; Macao; Tourist destination image; Public perception transformation

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