关键词：旅游凝视,媒体化凝视,城市形象,冰雪旅游,哈尔滨
英文关键词：tourist gaze,mediatised gaze,city image,ice tourism,Harbin
摘要：2023年以来，淄博、哈尔滨、天水等城市旅游相继爆火，引发了人们对其的“旅游凝视”及“媒体化凝视”，打造了特色鲜明的城市旅游形象。本文以“媒体化凝视”为视角，以内容分析为主要研究方法，对哈尔滨冰雪旅游出圈及旅游形象建构进行分析。研究发现，“媒体化凝视”是建构城市旅游形象、推动城市旅游出圈的关键环节。城市旅游的“媒体化凝视”是一个包含多元凝视主体和凝视客体的复杂系统，其中，凝视主体主要包括媒体、用户、游客、居民、商家和政府，凝视客体主要表征为体验型、人物型、服务型、观光型、文化型、情感型等符号。基于多向凝视及凝视的反作用力，哈尔滨冰雪旅游形象呈现出投射形象与感知形象、认知形象与情感形象高度契合的特征。
英文摘要：Since 2023，Zibo，Harbin，Tianshui and other cities have been bursting into flames，triggering people’s ‘tourist gaze’and‘mediatised gaze’，and creating a distinctive urban tourism image.This paper takes‘mediatised gaze’ as the perspective and content analysis as the main research method to analyse Harbin’s ice and snow tourism and tourism image construction.It is found that‘mediatised gaze’is a key link in constructing the image of urban tourism and promoting urban tourism out of the circle.The‘mediatised gaze’of urban tourism is a complex system containing multiple gaze subjects and gaze objects，in which the gaze subjects mainly include the media，users，tourists，residents，merchants and the government，and the gaze objects are mainly characterised as experience-type，character-type，service-type，sightseeing-type，culture-type，emotion-type and other symbols.Based on the multi-directional gaze and the reaction force of gaze，the image of Harbin Ice and Snow Tourism presents the characteristics of a high degree of compatibility between the projected image and the perceived image，the cognitive image and the emotional image.
