Tourism official websites have become one of the new media models for promoting destination tourism resources and constructing destination image in the digital age.The website tourism discourse also conveys the values and ideology of the concerned parties.This study integrates the ecosophy of"Diversity and Harmony,Interaction and Co-existence"into multimo-dal discourse analysis to construct a visual analytical framework.It conducts a comprehensive analysis on the visual semiotic resources of the five tourism types from the official Beijing Tourism website,including cultural tourism,recreational tourism,historical tourism,architectural tourism and religious tourism.The analysis shows that the investigated website tourism dis-course constructs an eco-friendly and attractive destination image through a multiplicity of tourist resources.Meanwhile,it also delivers ecological values of people-orientedness and harmonious coexistence in narrating a visual eco-story of Beijing where man,society and nature coexist in harmonious terms.This study provides a feasible analytical framework for the multimodal a-nalysis of website discourse,and offers empirical implication for Chinese tourism industry to improve national and international communication and construct the national image of an ecological power in the world.
万方数据
维普
