摘要

本文基于身份建构理论，运用文献、话语及比较研究法，从国别与受众维度解析中日文旅宣传话语的文本特征、叙事逻辑及身份建构路径。研究发现两国依托本土文化形成差异化内外传播策略，话语异同源于历史文化与传播理念的分野。本文总结其建构规律，提炼兼顾文化主体性与跨文化适配的宣传路径，为我国文旅话语创新、国家文化身份建构及跨文化传播提供参考。

Abstract

Based on the identity construction theory, this paper employs literature research, discourse analysis and comparative research methods to analyze the textual features, narrative logic and identity construction paths of Chinese and Japanese cultural and tourism promotion discourses from the dimensions of national context and target audience. The study finds that the two countries, relying on their respective indigenous cultures, have developed differentiated domestic and international communication strategies, and the similarities and differences between their discourses originate from the divergence of historical cultures and communication philosophies. This paper summarizes the underlying construction rules and extracts promotion paths that balance cultural subjectivity and cross-cultural adaptation, and provides references for the innovation of China’s cultural and tourism discourse, the construction of national cultural identity, and cross-cultural communication practices.

参考文献