Contextualized within regional landscapes, ski areas and rural towns are tourist destinations as well as symbols of social and cultural identity – and in their website discourses, each asserts place meanings. This study examines how ski areas and adjacent rural communities used language, symbolism, and imagery to communicate destination images and meanings of place, and whether their website presentations aligned in promoting and marketing tourism attractions. Small, medium, and large ski areas in Vermont (USA), representing a range of sizes, locations, and tourism development levels, were paired with adjacent rural communities. Discourse analyses of visual and written texts from ski area and town websites identified individual differences in place presentation, as well as three general discourses that varied by scale: discourses of affiliation (small places), discourses of aspiration (medium-sized places), and discourses of appropriation (large places). These were elaborated along with a fourth discourse of imagined places common to all study sites that elevated place meanings to mythic levels. This research illustrates how ski areas and rural communities discursively construct place meanings that also vary by level of local tourism development. In doing so, though, they may ignore collaborative place-making opportunities in regional tourism planning and marketing.

在区域景观中，滑雪区和乡村小镇是旅游目的地以及社会和文化身份的象征——在他们的网站话语中，每一个都强调地方意义。本研究调查滑雪区和邻近的农村社区如何使用语言、象征和图像来传达目的地图像和地方的含义，以及他们的网站展示是否与宣传和营销旅游景点保持一致。佛蒙特州（美国）的小型、中型和大型滑雪场，代表了一系列规模、位置和旅游发展水平，与相邻的农村社区配对。对来自滑雪区和城镇网站的视觉和书面文本的话语分析确定了地点呈现的个体差异，以及三种不同规模的一般话语：归属话语（小地方）、愿望话语（中型地方）和占有话语（大地方）。这些是与所有研究地点共同的想象场所的第四篇论述一起详细阐述的，这些场所将场所意义提升到神话水平。这项研究说明了滑雪区和农村社区如何话语构建地方意义，这些意义也因当地旅游发展水平而异。但是，这样做时，他们可能会忽略区域旅游规划和营销中的协作场所营造机会。这项研究说明了滑雪区和农村社区如何话语构建地方意义，这些意义也因当地旅游发展水平而异。但是，这样做时，他们可能会忽略区域旅游规划和营销中的协作场所营造机会。这项研究说明了滑雪区和农村社区如何话语构建地方意义，这些意义也因当地旅游发展水平而异。但是，这样做时，他们可能会忽略区域旅游规划和营销中的协作场所营造机会。