Discourse And Power In The National Tourism Promotion

In recent years, race relations are becoming tension in some countries, so we have to focus on race relations in our country. Ethnic tourism is booming in our domestic. As a cultural arena, different cultures communicate and collide through ethnic tourism.Marketing is the key point to tourism. Research in this field in China still lacks discussion concerning context. Though there are some papers focus on this field in foreign, their research samples are selected from printed promotional material. Researchers acknowledge that internet is a new media, but up to now there are still no researches on promotional materials in internet.In this paper, an analysis of the promotional materials of ethnic tourism from internet reveals minority nationality females become important tourism attractions. Both in the Yunnan Province Tourism Administration's website and the Xinjiang Uygur Autonomous Region Tourism Administration's official website, when minority nationalities are introduced, the person in the photographs of the introductions are almost young and beautiful females in ethnic costume. In the suppositional tourism communities, tourists who have been to destinations speak their experience to the potential tourists, and most of the experience is concerned with minority nationality females.In the Yunnan Province Tourism Administration's website, Tourism Administration creates romantic, happy and participant tourism discourse by introduces the minority nationalities, their language, their custom, their festivals. The Xinjiang Uygur Autonomous Region Tourism Administration creates mystical, happy and gaze tourism discourse as the Yunnan Province Tourism Administration do.In the suppositional tourism communities, tourists' experience on the one hand, reflect tourists accepted the tourism discourse created by the tourism operators and tourism advertisers, on the other hand, will be accepted by the potential touristthrough inter-action between people, thus tourism discourse will be replicate and tourism culture will be reproduced.Through a critical perspective, it is found that ethnic tourism images in China reflect developed areas' and central cities', the Han nationality's, middle-aged or young male perspective. So it is important to create a minority nationality tourism discourse. Culture-conscious will be beneficial for the minority nationalities in the destinations and the tourists to locate their culture. Thus, there will be a hope for the minority nationalities in the destinations to create a new ethnic tourism discourse.