A Study of Hangzhou Municipal Tourism Image: A Corpus-Based Comparative Analysis of Chinese and Western News Reporting

This paper collects domestic and foreign news related to Hangzhou tourism and constructs a comparative corpus. Based on quantitative analysis of corpus and Fairclough’s three-dimensional model, keywords and their contexts are retrieved for discourse analysis. It is found that under the 2022 Asian Games, the image of Hangzhou tourism has been constructed as Green and Smart, Historical and Modern. Inspired by this research, some discourse strategic suggestions are put forward that include choosing linguistic strategies mindfully to improve wording and the tone of publicity language, tightening the relationship between “smart” and “tourism”, adding modern elements, and further strengthening the promotion of culture and innovative ways of publicity. These strategies may realize the expectation that the “Chinese voice can be heard, words can be understood and recognized”.