旅游是主客文化双向交流的过程,中国出境游客在领略外国文化风情的同时,也把自己的文化修养呈现给外国人,外国人通过中国游客境外言行举止形成对中国的印象。“旅游凝视”提供了一个特定的视角,了解国际社会对中国形象的感知。本文以“中国游客海外形象”为检索词,借鉴“大众传播议程设置”的社会网络分析方法,运用数据挖掘软件U cinet6,对2006—2014年海外媒体报道中国出境游客主题词进行统计和挖掘,提取排名前20位主题词进行列表分析,找出“认知主体的记忆印象”。通过话语分析揭示出境游客行为凝视再重构他者对于地方性的想象,找出影响海外民众对华游客认同感的因素,并试图建构公民出境旅游文明行为在国家形象内生、外显的基本框架,凸显旅游业和国家形象塑造之间的紧密联系,重视旅游中的“主客矛盾”等文明旅游问题,将游客文明旅游纳入精神文明建设工作体系。 Tourism is a two-way communication between subject and object culture. While experiencing foreign cultures and customs, Chinese tourists also present their own cultural accomplishments to foreigners. Foreigners form their own impression of China through acting and speaking outside China. Travel Gazing provides a specific perspective on the international community’s perception of China’s image. Based on the social network analysis method of “mass tourist agendas ” and using the data mining software U cinet6, this essay searches the keyword of outbound tourists from 2006 to 2014 Statistics and mining, extract the top 20 keywords for list analysis, find “memory of the cognitive subject ”. Discourse analysis reveals that outbound tourists ’behavior stares again and reconstructs the others’ imagination of the localities, finds out the factors that affect the overseas tourists ’identification with China and tries to construct the basic and explicit basic image of citizens’ outbound travel civilization in the national image Framework, highlighting the close connection between tourism and the shaping of the country’s image, attaching importance to the civilized tourism issues such as the “contradiction between subject and object” in tourism, and incorporating tourist civilization into the working system of spiritual civilization construction.