in many daily forms of media we see the nation being represented by or alongside images. These images of the nation inform the way we see both others and ourselves. This thesis attempts to understand the way the nation is visualized, a topic that has been largely overlooked by theorists of nationalism. The visualization of the nation is explored by researching two national tourism campaigns in Croatia. Croatia was chosen as a case study in which to examine the visualization of the nation due to its recent accession into the European Union alongside the country’s economic dependence on tourism and its current attempts at rebranding. In order to achieve the aims of this research I ask two main research questions: 1. How is the nation visualized in Croatia through tourism advertising and by whom?, 2. How is this visualization received by members of the nation? These questions were answered by combining three methodological steps which consisted of a visual analysis of the images of the campaigns, interviewing those involved in creating the campaigns and other members of the design or tourism community, and finally photo elicitation interviews with members of the Croatian public. This research found that Croatia is often peripheral within these tourism campaigns. The nation is represented passively with the main focus of the advertisements being the experience of tourism. Croatia is merely the backdrop that these tourism activities are being advertised through. This passive representation of Croatia is a consequence of an industry that is focused on increasing tourism numbers and that relies heavily on marketing data. The representation of Croatia is not the aim of these tourism campaigns. The passive image of the nation is additionally the consequence of Croatia’s uneasy relationship with presenting something as national. National pride is often equated with violent forms of nationalism and therefore visual representations of the nation are often eliminated from the positive marketing images of the tourism campaigns. Both members of the nation and the industry downplay the importance of tourism advertising arguing that these images are solely for the tourist and therefore they are largely insignificant. However, I use du Gay’s (1997) concept of the ‘circuit of culture’ to argue that tourism advertising is not just influenced by national identity but rather it is also influencing national identity. These tourism campaigns contribute to the construction of national identity. Therefore, this passive image of the nation is not just for tourists, it is part of a circuit of identity construction that reaches far beyond the target audience. Overall, these tourism images are simplistic and reductive imitations of the nation while national identity is complex, inconsistent, and often contradictory. Branding and design often aims to condense identity into easily recognizable and quickly communicated images making any attempt to brand the nation inherently lacking. While this reductive identity is useful when branding a company or product, when applied to the nation ethical questions emerge about who has the right to construct the nation’s image. I argue that this new phenomenon of commercialized branding that is now a responsibility of the nation is evidence of the changing role of the nation from a modern construction to a postmodern brander. This opens up questions about the democratic nature of these tourism images and consequences of nation branding efforts that continue to represent the nation in reductive and passive terms.

旅遊風氣在台灣日盛且趨於普遍，且是重要的消費活動現象。台灣的旅遊活動支出在2001年已經高達5780億元，休閒渡假風氣日漸普及。而過去的旅遊觀光研究多以行銷、或是觀光景點的規劃為主要目的，以社會學角度進行研究者在國外雖已有所累積，在中文世界裡仍屬少數。因此，本論文以社會學中階層品味區分的角度探討台灣的旅遊活動，針對2001年交通部觀光局所做的「國人旅遊狀況調查」進行量化分析的二手資料研究，並輔以歷史資料的縱貫面分析。透過上述材料，討論不同階層間的旅遊活動品味差異，以及旅遊發展過程中的階層化過程。 在研究中，以階層化作為主要的分析主軸。在量化資料中，依因素分析區分出四類的旅遊喜好：都市旅遊、文化旅遊、大眾自然旅遊與深度自然旅遊。這四類型的旅遊分別進行迴歸分析，統計發現，經濟資本的收入變項並未發揮品味的影響力，世代性的年齡因素以及正式教育制度的文化資本則能解釋旅遊喜好的品味差異。回顧台灣的旅遊活動脈絡發展，透過制度上的發展以及群體間的運作，產生了因文化資本差異所形成的階層差異，旅遊活動的意義不只是個人主觀心理層次的好惡，亦可反映出客觀階層的群體效果。是故，本研究解釋不同階層者選擇不同旅遊活動的原因，另檢證學者所提出的品味理論以及旅遊社會學的相關分析，提出台灣旅遊活動的階層化發展過程以及目前的品味區分現象，說明台灣旅遊現象的發展以及現況。 / More and more people in Taiwan spend lots of time going traveling and tourism gradually becomes one of the most important consumption activities. In 2001, total fee of citizens’ traveling expenses was 5780 hundred millions Taiwan dollars. The fact shows that tourism is an influential social phenomenon and we should understand it as deliberately as possible. Actually, lots of researches about tourism in the perspective of sociology have been published in the world but there is few in Taiwan. Therefore, this thesis takes a sociological approach that adopts the theory of hierarchy and distinction of taste. This research used the quantitative analysis with the sample data collected by Tourism Bureau in 2001 and the qualitative analysis with historical data. This study describes the process of stratified and stratifying differentiation of tourism in Taiwan. Four types of tourism , urban tourism、cultural tourism、scenic tourism and deep scenic tourism are found in the data through factor analysis. The data demonstrated that cultural capital, not economical capital effects people choosing types of tourism in the regression model. The difference of cultural capital in this thesis represents the difference between age、educational capital and occupation of people. Consequently, the choice of the type of tourism is not only a casual or random choice, but a choice with the stratification of the society. Finally, this research examined the theory about taste and sociology of tourism to combine with the results of quantitative and qualitative analysis.