跨境旅游对国家旅游形象认知的影响——以访日中国大陆游客为例

通过网络文本分析法，探讨中国大陆游客在赴日旅游前后如何重构对日本的国家旅游形象认知，并梳理其赴日旅游活动对日本社会经济的影响。研究发现：1）以赴日旅游为媒介的中日间直接接触，有助于中国大陆游客打破媒体构建的日本固有形象，形成较为积极的对日旅游形象认知，这主要得益于日本将入境游作为主动的地缘战略，推行对华“观光外交”政策；2）赴日旅游给日本带来可观经济效应的同时，其带来的社会问题也降低了日本国民的对华好感，这也意味着中国的出境游尚未成为输出中国价值观和民族文化的战略工具。随着旅游全球化的深度发展，需要重视旅游地缘政治战略，提升中国出境游在改善他国国民对华印象的作用。

Impacts of Outbound Tourism on National Tourism Image: A Case Study of Chinese Mainland's Tourists Travelling to Japan

With the rapid development of the Chinese economy, Chinese residents' willingness to travel has been rising. In 2012, China became the biggest tourist source country for outbound tourism in the world. In 2019, 9.594 million mainland Chinese tourists visited Japan, ranking Japan as the second most popular tourist destination country for this group, after Thailand. Despite the complicated relations between China and Japan and the low level of mutual goodwill between the two nations, the number of mainland Chinese tourists visiting Japan has been continuously increasing in recent years, which makes this a geopolitical tourism phenomenon worth exploring. Through online text analysis, the research first explored how mainland Chinese tourists reconstruct the national tourism image perceptions of Japan before and after their visits to Japan, answering the question of how tourism activities affect the subject's (tourists') tourism image perceptions of the object (tourist destination). Second, just as tourism activities can have an impact on the socio-economy of a destination, they can simultaneously affect the destination's residents' perceptions of the source country. This study attempts to answer the question of how tourism activities affect these perceptions by evaluating the socioeconomic impact of mainland Chinese tourists' activities in Japan through literature and press materials. The study determines that mainland Chinese tourists approach and understand Japanese society based on their own travel activities in Japan, forming and changing their perceptions of Japan's tourism image in three stages; cognitive acquisition, cognitive processing, and cognitive change. The changes are mainly reflected in the strengthening of their perceptions of Japanese food and urban infrastructure, adjusting their perceptions of Sino-Japanese relations, and creating new perceptions of Japan's tourist attractions, humane atmosphere, and cultural history. The direct contact between China and Japan through tourism has helped mainland Chinese tourists break the media-constructed image of Japan and form a more positive perception of Japan, mainly because of Japan's proactive geostrategy of inbound tourism and its policy of "tourism diplomacy" with China. The study further determines that, although "tourism to Japan" has benefited Japan's economy, the social problems brought by it have reduced Japanese nationals' favorable feelings toward China, implying that China's outbound tourism has not yet become a strategic tool for exporting Chinese values and national culture. In conclusion, the study suggests that globalization and tourism have made tourism an important part of geopolitics and that it is necessary to focus on tourism-related geopolitical strategies to enhance the positive role of Chinese outbound tourism in improving how other countries form their perceptions about China.