Abstract
Expression of visual image via brochures, billboards, TV commercials, newspapers, movies, etc. has been widely applied into promotion of tourism products, urban landscape, natural scenery, tourist destinations, and even changed communication way between tourist information and potential visitors. Many scholars have made substantial and valuable researches on still images, however, moving images are very critical to tourism industry, and should be further researched and attended academically. It has been verified and proven from researches of some scholars that movie makes important influence on tourism experience, travel motivations, destination marketing and other aspects as one of dynamic image expressions; however, under different cultural backgrounds, a movie conveys different connotations, but orientalism reason is rarely considered by scholars. In addition, many scholars only consider movie as an influential factor, and few pay attentions to the language and meaning or cultural connotation conveyed by a movie itself. Therefore, the paper interprets two versions of the Chinese movie “Romance on Lushan Mountain”, which production time was separated by three decades, and competitively studies difference in expression and image establishment of the tourist destination Lushan between two versions. Visual analysis method is applied to textual interpretation of the movie; it is shown from results the visual image of Lushan, the tourist destination in the movie, is both adhered and also carried forward through such two versions. The first version focuses on local natural beauty, and integrates values ??of love and historical background into the tourist attractions closely, thus making wide and lasting impact on tourists; the second version highlights to establish an emotional connection with the previous version, and enriches other images of the destination in addition to natural scenery, where modern city life and truelove are combined in the image promotion of tourist destination; however, from the point of expression method, the second version is excessively commercialized, and criticized as a formulaic and conventional story, which influence is poorer than the previous versions.
Highlights
Movie tourism, a new term combining two industries, has appeared and been highly attended in European and American scholars and practitioners over the second half of the 20th century
It has been verified and proven from researches of some scholars that movie makes important influence on tourism experience, travel motivations, destination marketing and other aspects as one of dynamic image expressions; under different cultural backgrounds, a movie conveys different connotations, but orientalism reason is rarely considered by scholars
This paper summarizes the above four scholars’ views on film language analysis, and summarizes them in the following analytical framework (Table 1)
Summary
A new term combining two industries, has appeared and been highly attended in European and American scholars and practitioners over the second half of the 20th century. New Zealand is successfully promoted and advertised by using the movie “Lord of the Rings”; the British Tourist Authority launches the promotion project “Movie in London” where many famous movies are included, such as Harry Potter, 007 and other works related to tourism products; New York is positioned as an attractive and charming city and targets at female tourists by the movie “Sex and the City” It is undoubted Western movies become the focus of academic research, but some conclusions are not applicable into Chinese market, due to different cultures and different internal relations & external expression; As for Chinese movies, it is necessary to consider local culture, times, consumers and other background factors. Visual analysis method is applied to interpret two movies, and compare expression way of specific circumstances, location, roles and other elements between two movies, to highlight differences in promotion of Lushan tourist destination between the two movies under different background
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