科技与出版Issue(11)：26-36,11.
在地国际出版:面向入境游客的出版新范式
Internationalization of Publishing at Home:A New Cultural Tourism Publishing Paradigm Targeting Inbound Tourists
摘要
Abstract
China's recent visa-free and visa-facilitation measures expand inbound tourist flows and unlock new potential for on-site cultural consumption.A central challenge for domestic publishing houses is how to capture this influx of international visitors and convert it into sustained cultural consumption and trustworthy cross-cultural communication.In this context,the paradigm of Internationalization of Publishing at Home re-centers part of international publishing within China's local scenes and treats inbound tourists as core international readers in situ.Its theoretical lineage and conceptual boundaries are clarified,and its complementarity to outward-oriented"going global"strategies is specified,with structural advantages in risk control,regulatory compliance,and channel costs.To integrate theory and practice,several methods were employed.Conceptual deduction from the concept of"Internationalization at Home"in higher education was used to delineate the unit of analysis,scope,and value logic.A comparative analysis of outward publishing was conducted to identify complementarities and to distinguish activities better localized versus exported.Policy-and market-scanning of inbound tourism was performed to specify scale,inflection points,and opportunity spaces for scene-based publishing.A cross-cultural consumer analysis was carried out to derive reader personas characterized by active search-verification,higher tolerance for cognitive load,and emotion-meaning coupling that favored integrative narratives.Scenario and touchpoint modeling across pre-trip,on-site,and post-trip journeys was undertaken to define content forms,service nodes,and conversion levers.A conservative Attention-Interest-Desire-Action-based conversion estimate was produced to gauge market potential for titles oriented to Internationalization of Publishing at Home.On this basis,three actionable models were systematized.Public-service publishing was defined as multilingual,service-oriented content embedded at ports of entry,transport hubs,museums,libraries,and cultural venues,thereby reducing frictions and cultivating reading intent.Cross-border reflow publishing was proposed to redeploy outward titles and rights domestically,by which content life cycles were extended,domestic endpoints for internationally positioned materials were opened,and domestic-international channels were bridged.Place-based original publishing was engineered to integrate print,digital,and experiential formats,enabling the creation of memorable"souvenirs of place"through locally anchored intellectual property with cross-cultural readability and gift/collection attributes.A dual-circulation dissemination architecture was articulated,linking pre-trip external seeding,on-site engagement and conversion,and post-trip feedback loops,through which first-hand experiences are transformed into credible secondary narratives via key opinion consumers,key opinion leaders,and user-generated content.In practical terms,Internationalization of Publishing at Home functions as a controllable testbed and capability incubator for outward expansion.Content,translation,design,pricing,and packaging can be validated at lower cost with authentic international readers within China,thereby reducing uncertainty for"going global"initiatives.High-quality development requires robust data infrastructure and decision-feedback systems,benefits from multi-stakeholder value co-creation involving government,universities,industry,and media,relies on an intellectual-property-centric branding and design system that unifies visual identity and gifting attributes,and operates through a dual-circulation publishing-communication system that links international and domestic markets with evidence-based evaluation.关键词
在地国际出版/入境游客/免签政策/出版范式Key words
internationalization of publishing at home/inbound tourists/visa-free policy/publishing paradigm引用本文复制引用
赖泽栋,林余钱,代悦..在地国际出版:面向入境游客的出版新范式[J].科技与出版,2025,(11):26-36,11.基金项目
2023年度福建省社会规划项目"总体国家安全观下智媒空间中的海洋信息威胁与传播干预研究"(FJ2023B108)的阶段性成果. （FJ2023B108）
