Mass Tourism Communication Effects Research

In present age, the mass dissemination of tourism information plays an increasingly important role in mass communication. As a special area in it, mass tourism communication also has its special nature and the law. The characteristics of tourism products, such as the ones of non-mobility and of spiritual expense, have made tourism dependent on mass communication fundamentally and deeply. So, how mass communication produce results and with what effects in the tourism field is the ultimate goal of this paper. Since tourism dependents on information dissemination absolutely, this article deliberately points out the theory of Pseudo Environment, which advanced by Gabriel Lippmann, and which is rid of the original value to apply to the effects study of tourism-mass-communication. In this way we may regard it as a process which is constructed by disseminator and receiver togather. In order to cause the research with a clear goal, in this paper, a typical case in tourism mass communication called YISHUI-phenomenon, which has had a good effect, is used to support the reseach. To this phenomenon, the author has carried on the investigation, and using the knowledge of communication, tourism and the investigation result, has carried on a theoretically analysis to this communication phenomenon.The combination of mass communication and tourism has changed the nature of tradition tourism-from detecting unknown formerly to the test the"known"which the mass media conveyed to the tourists and we call it as tourism-Pseudo-Environment. In the process of tourism-Pseudo-Environment, the media do the first-level Pseudo-Environment, and the audience do the second with their inherent idea. And the second level Ultimately Initiates the change of attitude or behavior of audience. We call the former Objective-tourism-Pseudo-Environment and the latter subjective-tourism-Pseudo-Environment. In the process of tourism mass communication, the Objective-tourism-Pseudo-Environment and subjective-tourism-Pseudo-Environment both have the tendency to be good. Once the two tendency are added up, it could produce more energy than that which purely be plus of the two. It is so persuadable that many potential tourists are persuaded, this is just the reason of YISHUI-Phenomenon. That is to say, once the intention of information-advertising, news and practical information-conved by mass media and the psychology anticipation of audience ''shake hands", there could be expansion effect.After the analsising to YISHUI-Phenomenon, we can infer that the role of mass media in tourism-persuading process is mainly to awaken the "potential trend" of audience by prompting, suggesting, inducing, guiding in order to confirm and strengthen the inherent idea which is the same or similar with the intention of the mass media ,in which process Pseudo Environment and the psychology of audience interact. We can draw a conclusion that if mass tourism dissemination can evoke the"potential trend" of audience that is correspond to the intention of mass media, that the communication effects will be strong, audience will recognize and exaggerate the intention more and more; if not,or there is no the same intention in "potential trend" of audience as in the information conved by mass media, that the effects will be weak, Access to the information audience will be only on the cognitive level and gradually be indifference. We regard this as Matthew effect of tourism-mass-communication。...