对印度旅游视频广告的多模态分析。

Q4 Business, Management and Accounting

International Journal of Hospitality and Tourism Systems Pub Date : 2015-01-01 DOI:10.21863/IJTT/2015.8.1AND2.002

Arun Kumar Poonia, G. S. Chauhan

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引用次数: 3

摘要

异国情调的“目的地”，历史古迹，当地人/当地人等的景色，加上适当舒缓的背景音乐，是旅游视频广告(tvc)的标志。这些tvc的作用是帮助潜在的游客形成一个“游览前”的目的地的心理形象，但很少被研究。本文试图对2004年和2013年推出的“不可思议的印度”活动的两个tvc进行多模态话语分析，整合了目的地图像研究框架，视频内容分析和电影分析方法的各种工具。印度品牌的重新定位是通过改变“显性诱导”的目的地形象，这是通过不同的电影制作和编辑技术实现的。尽管焦点从目的地转移到游客身上，但也有一些共同的因素。这一转变也表明，印度对女性游客来说是一个安全的旅游目的地。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A multimodal discourse analysis of select tourism video commercials of incredible India campaign.

The view of exotic 'destinations', historical monuments, locals/natives, etc., with suitably soothing background music is the hallmark of Tourism Video Commercials (TVCs). These TVCs serve to assist the prospective tourists in forming a 'pre visit' mental image of a destination, but are seldom researched. The present paper attempts a multimodal discourse analysis of two TVCs of "Incredible India" campaign launched in 2004 and 2013, integrating various tools from Destination Image Research Framework, Video Content Analysis and Film Analysis methodology. The repositioning of brand India is aimed by changing the 'Overt Induced' destination image, which is achieved with different film making and editing techniques. But there are some common elements too despite the focus shifting from the destination to the tourist. The shift also showcases India as a safe tourist destination for female tourists.

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来源期刊

International Journal of Hospitality and Tourism Systems Business, Management and Accounting-Tourism, Leisure and Hospitality Management

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： International Journal of Hospitality and Tourism Systems is a refereed international journal dedicated to promoting excellence in teaching and stimulating research in hospitality and tourism internationally. An exciting and challenging international forum, the journal reflects current happenings and trends in the hospitality industry. The journal will facilitate this need by providing essential and intelligent information about worldwide hospitality and tourism issues, practices, challenges and solutions both practically as well as theoretically. An eminent International editorial Board comprising leading experts in the field of hospitality and tourism from hospitality educational institutes guides “Hospitality and Tourism Systems”. The journal has six sections- main research papers, research report, case studies, Industry Viewpoints, Forthcoming Events & conference reports and book review. Hospitality and Tourism Systems is published annually in the month of June. The chief –in- editor welcomes the submission of suitable material for publication and will be pleased to discuss proposals for papers. The international Journal of Hospitality and Tourism Systems publishes refereed articles/papers on best practices of tourism and hospitality management and education, applied research studies, and critical reviews on major issues affecting the tourism and hospitality industry. The journal’s scope includes: Hotel operations and management Tourism management Visitor management Public sector approaches to hospitality and tourism development Restaurant & beverage management Tour operation and management Leisure management Marketing management Accounting and finance in hospitality Human resource management Case studies in hospitality Information technology Strategic alliances and networking Event management.