The Discussion of Visual Rep Representation of Gaming Built by Hong Kong Gaming Movie and its Impact on the Viewers'Perceptions of Macau as a potential tourist Destination

摘要

As society progresses in China,movie is now becoming more and more popular among viewers for its unique advantages,even changes viewers’ lives.This article discusses the impact of the visual representation of Hong Kong gaming movie,which was extremely popular in 1980s and 1990s in China,on viewers’ perceptions of Macau as a potential tourist destination.First,based on the Social Representation Theory,the visual representation of Hong Kong gaming movie is discussed,as well as the icons which are presented in movie.Secondly,this article discusses the impact of visual representation of gaming on viewers’ perceptions of Macau as a potential tourist destination.The results show,first,due to the lack of promotion from related departments of Macau,the high popularity of Hong Kong gaming movie in China in 1980s-1990s didn’t course the corresponding high association with Macau destination among viewers.Second,however due to the features of visual representation according to the Social Representation Theory,the continuous representation of Hong Kong gaming movie did build the visual representation of gaming among viewers.And this process was concreted by the way of providing some icons to viewers to memorize,such as the characters,the stories,even the words.Unluckily,some icons are negative,such as ‘Gambling Addiction’,and ‘Gangsters’.Finally,viewers naturally use their representations to orientate their perceptions of the city of gaming ---- Macau as a potential tourist destination.This process affects the destination image of Macau to some extent.In this process,negative icons are involved.