CAJ | 학술논문

微博为非物质文化遗产旅游形象的传播带来了新的机遇与挑战。以湖南江永女书文化为例，利用新浪微博平台采集数据，对微博语境下非物质文化遗产原生旅游形象的特征进行了研究。研究结果表明微博中的非物质文化遗产原生旅游形象具有以下五大特征：传播主体以个人为主、文化与旅游的内容不对称、采用文字加图片的表现形式、中立的形象评价、时空分异规律明显。基于以上研究结论提出了相关建议对策。该研究对于非物质文化遗产的网络旅游形象的建设及其旅游开发与保护具有参考价值。
미박위비물질문화유산여유형상적전파대래료신적궤우여도전。이호남강영녀서문화위례，이용신랑미박평태채집수거，대미박어경하비물질문화유산원생여유형상적특정진행료연구。연구결과표명미박중적비물질문화유산원생여유형상구유이하오대특정：전파주체이개인위주、문화여여유적내용불대칭、채용문자가도편적표현형식、중립적형상평개、시공분이규률명현。기우이상연구결론제출료상관건의대책。해연구대우비물질문화유산적망락여유형상적건설급기여유개발여보호구유삼고개치。
The micro-blog has brought new opportunities and challenges for the communication of tourism image of non-material cultural heritage .Taking female character culture of Jiangyong Hunan as an example ,the paper has studies ,by using the data collected from Sina micro-blog platform ,the characteristics of ecosystem tourism image of non-material cultural heritage in the perspective of micro-blog context .The research shows that there are five characteristics of ecosystem tourism image of non-ma-terial cultural heritage .The media is dominated by the personnel ,and the culture and the tourist content are asymmetrical ,the form of expression is characters and pictures ,neutral evaluation and the law of spatial-temporal differentiation is apparent . Some suggestions and countermeasures are proposed based on the above findings .This paper has reference value for the con-struction of network tourism image of non-material cultural heritage and the development and protection of tourism .