Discourse analysis on the construction of internet-famous tourist street:The case of Nimman Road in Chiang Mai
In the era of the internet and new media,the construction of internet-famous streets has become an important way to enhance the attractiveness of urban tourism.Based on agenda-setting theory,we chose Nimman Road,a typical internet-famous tourist street in Chiang Mai,Thailand as a case.This study collected second-hand data from the official websites of the Tourism Authority of Thailand,and the Mafengwo tourism platform(including 23 travel blogs).Interviews with five tourists who had visited Nimman Road were also conducted to complement and validate the secondary data.Discourse analysis was performed to analyze the discourse practice of the image construction of internet-famous tourist street.The results show that(1)the Thai official website,Chinese platform and tourists jointly construct Nimman Road as a fashionable,elite-style and youth-friendly internet-famous tourist street.(2)The official describes Nimman Road as a fashionable and creative street,facing a relatively generalized audience;the tourism platform focuses on a specific customer group of youth and expresses directly Nimman Road as a place for young people to visit;the tourists modify their cognition through personal experience and actively express their true feelings on the internet.Their feedback plays a role in the construction process of the internet-famous street,providing proof of reverse agenda setting.(3)The symbols of Nimman Road,such as creativity,and elite-style,are shaped by the official discourse,reinforced by the platform discourse,and accepted by tourists to a certain extent.The discourses are influenced by the development process and features of the street,the precision of tourism distribution in the time of social media,and the social life in the transitional period.
internet-famous site visitimage constructiondiscourse analysistourist attractiontourist streetNimman Road in Thailandurban tourism
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