虚拟空间中的文化传播路径研究——以西安市旅游局官网为例
Research on the Cultural Communication Paths in Virtual Space—Taking the Official Website of Xi’an Tourism as an Example

虚拟空间网站作为一种新兴的虚拟语言景观，延展了语言景观的呈现形式。官方旅游网站承载着丰富的历史信息与文化内涵，是虚拟空间中重要的文化旅游资源。世界历史名城西安是深化文旅融合的重要力量，虽肩负着文化传播的时代责任，但仍缺乏一定的时代活力。本文以西安市旅游局官网中英两版为分析对象，结合多模态话语分析综合理论框架，研究虚拟空间中的多模态文化传播路径并提出具有针对性的文化传播策略，以促进西安城市在虚拟空间中的形象构建。研究发现，西安市旅游局官方网站具有信息传播性、文化负载性和时代功能性三大方面的研究价值，充分调动该网站的语言景观功能与多模态特性，不仅有利于提升西安的文化外宣力度，更能有效促进文化资源和旅游产业在虚拟空间中的深度融合。
Website has extended the presentation form of the linguistic landscape (LL) in virtual space. The official tourism website, as an important cultural tourism resource in virtual space, carries rich historical information and cultural connotation. Xi’an, a world-renowned historical and cultural city in China, serves as an motivator in deepening the integration of culture and tourism. Although the city shoulders the responsibility of cultural dissemination, however, it still lacks vitality under the content of the new era. Taking two versions of the official website of Xi’an Tourism as the analysis object, this paper studies the cultural communication paths in the cyberspace and puts forward strategies on the basis of the theoretical framework of Multimodal Discourse Analysis (MDA), so as to promote the image construction of Xi’an city in the cyberspace. The study found that Xi’an Tourism official website holds three aspects of research value including information transmission, cultural-loaded connotation and innovation function. So, fully mobilizing the VLL function and multimodal features can both improve the cultural publicity of Xi’an and the deepen the integration of cultural resources and the tourism industry in cyberspace.