本文旨在硏究各種文化脈絡如何形成不同的旅遊形象。有關於旅遊之社會學 與人類學硏究的重要爭論，主要集中在旅遊者的經驗、旅遊者的類型、旅遊者與當 地人的關係以及旅遊與社會結構的關係，而很少涉及關於旅遊產業的生產者的討 論。但是，我們認爲對於旅遊產業的生產者的深入硏究是重要地，因此本文的硏究 焦點將著重於旅遊產業的生產者而非旅遊者的感官經驗。
Dean MacCannell的「眞贄性」(authenticity)概述對於社會學與人類學關 於旅遊的硏究有很深的影響，但是本文認爲Dean MacCannell的觀點已對旅遊者 的慾望和意識以及旅遊生產者的硏究造成盲點。這種「眞實性」的論述假設了商 業主義（commercialism)與眞正的文化（authentic culture)是分別存在地，或 者說商業主義沒有眞正的文化內涵；尤有甚者，商業主義被指責爲形成文化內涵 衰落與死亡的原因。從這個觀點看來，現代的一切生產活動，包括旅遊生產業，都 被視爲一種商業化的過程。而這種商業化的過程，亦被視爲現代社會中一種「普同 化」的力量。如果，旅遊產業被簡單地歸類爲這種商業過程的一部分，那麼我們對 旅遊生產者的硏究就忽略了社會文化力量在其中所扮演的角色。
本文針對由香港旅遊協會提供的旅行團與民間私營旅遊業者針對日本遊客所 推出的旅行團進行比較硏究，硏究的目的旨在暴露出旅遊形象的生產過程中，特定 組織所扮演的角色與其重要性。我們發現，政治、經濟、文化、商業與意識形態對 於上述旅行團的形式與特色有重大的影響，其中生產者本身的組織文化尤爲重要。
除此之外，我們也發現，有時候，導遊本身也是形成旅遊形象的關鍵。

This paper deals with how different tourism images are constructed in different contexts. Unlike many previous sociological and anthropological studies of tourism, this paper focuses primarily on tourism production rather than experience in tourism. We suggest that there is a need to look into tourism production closely.
Dean MacCarmell，s concept of “authenticity” has been influential in the sociological and anthropological studies of tourism. His concept of “authenticity” assumes that “commercialism” is separate from “authentic culture,” or “commercialism” is devoid of uauthentic culture.” “Commercialism” is even seen as decadence or death of “authentic culture.” From this point of view, modern ways of production, including tourism production, are regarded as a process of “commodification,” which, moreover, is regarded as a universalizing force in the modern world. When tourism production is seen primarily as part of this universalizing force of ucommodifi-cation,” the study of tourism production no longer addresses such questions as how particular tourism production is borne out of specific socio-cultural forces.
This paper deals with the guided tours that were produced by two types of institutions, namely, the Hong Kong Tourist Association (HKTA) and the Hong Kong tour operators that catered for Japanese package tourists. The comparative study aims at revealing how important particular institutional contexts are in shaping the processes of image production in tourism. We have discovered that various particular contexts have helped shape the forms and characters of the tours’ upon which the particular institutional structure of the tour producers and the personal aspects of the tour guides have played a major role in the process.