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| Social Construction of Modern Festivals and City Images from the Perspective of Tourism Gaze |
| LU Xiao1, LU Xiao-cong2 |
1.College of Tourism, Shanghai Normal University, Shanghai, 200234;
2.College of Sociology, Shanghai University, Shanghai, 200444 |
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Abstract Based on the theory of tourism gaze, from different angles of the government, locals, media and the enterprises joining in the festivals, we examine the development mechanism of modern festivals and their relationship with the city image and social construction. Our study shows modern festivals under tourism gaze exert great impact on economy, culture and politics and that the festivals take on different meanings from the perspective of different observers. Modern festivals present a space imbued with symbols. Under the influence of tourism gaze, they are related to socially reconstructed city image. In the Internet age, the government, locals, tourists, media and enterprises all join to shape the rational expectation of the city image by striking a balance between market and culture, individuals and the community, and tradition and modernity. Among them, the government has more say. It exerts power to shape and dominate our perception of the city image.
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Received: 20 November 2015
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2016, Vol. 33 
