全域旅游视野下河南登封市旅游形象分析与建议

发布时间：2018-05-05 00:44

本文选题：旅游形象 + 全域旅游　；参考：《广西师范大学》2017年硕士论文

【摘要】：旅游地之间的竞争在很大程度上是形象的竞争,旅游目的地形象是吸引游客最关键的因素之一。旅游目的地形象研究的结果能帮助目的地管理者认识到当地的优势和劣势,进而更好地管理目的地,取得良好的综合效益。登封旅游经过三十余年的发展取得了巨大的进步,获得了可喜的成就,然而多年形成的单一的观光型旅游产品已经越来越不能满足游客的需要,过度依赖少林寺的发展理念需要革命。“全域旅游”是破解登封旅游发展困境的重要手段,形成城市与旅游互推互动发展模式,实现从独立景区、单个景点的建设向整个城市作为目的地的综合服务功能建设地跨越,推动景区旅游向城市旅游转型。本研究在全域旅游的发展理念下,从理论与实践相结合的角度,在分析登封旅游发展与建设现状的基础上,界定旅游形象、全域旅游的概念内涵,梳理相关理论基础和研究内容,探讨了旅游形象与全域旅游之间的契合关系,并对到访登封的国内游客展开问卷调查,从原生旅游形象、引致旅游形象和复合旅游形象三个方面分析登封的旅游形象体系,探析登封旅游形象各方面的不足与问题,并以此从全域旅游的视野提出登封旅游形象提升发展的对策建议。研究结果会对旅游地形象的属性结构展开有益的理论探讨,也对案例地旅游形象提升提供理论依据和实践思路。登封市旅游形象与全域旅游发展之间有着密切契合的关系。研究发现,旅游形象,尤其复合旅游形象各项要素指标与全域旅游发展中的具体工作相一致,具体包括基础设施要素、旅游设施要素、自然环境要素和社会环境要素。旅游形象整体感知与全域旅游目的地建设相统一,尤其在生态城市建设和城市旅游化建设中。旅游形象全面营销也与全域旅游发展理念相契合,全域旅游发展理念注重全方位、系统性的发展思路,而旅游形象的全面营销同样也强调这种思路。无论全域旅游,亦或全面营销,两者皆重视旅游地的全方位、系统性的融合。通过分析在登封旅游市场调查获取的366份调查问卷,发现在原生旅游形象中,少林寺、功夫和佛教禅宗排在前三位,紧随其后的是释永信、武术学校、“禅宗少林·音乐大典”、嵩山、天地之中等。在引致旅游形象方面,游客认同度最高的是功夫之都,其次是禅宗祖庭和天地之中。在复合旅游形象方面,针对提炼出的旅游资源、游乐设施、公共设施、自然环境和社会环境这五类因子,在旅游资源、游乐设施和社会环境方面有较高的满意度,而在公共设施和自然环境方面有改善的空间。依据“全域旅游”的发展理念以及公共管理理论、利益相关者理论和生态城市理论,本文对登封提出如下提升旅游形象的建议,包括完善城市旅游基础设施、治理改善全市生态环境、引导社区居民融入与建立利益补偿机制、实施“互联网+”打造智慧旅游城市、提升核心引擎旅游产品开发配套大众旅游产品和全域旅游形象精准营销推广等。在完善城市旅游基础设施方面,康乐设施、域内交通、旅游厕所、通讯设施需要着重提升。在治理改善全市生态环境方面,提出了河滨景观带进行治理美化、对城市重点区域的生态环境进行美化、加强重点旅游景区酒店饭店周边环境的治理改善、有效提升市区周边自然环境和改善大气环境质量等具体建议。在引导社区居民融入与建立利益补偿机制方面,建议在发展旅游吸引外地游客的同时,兼顾社区居民的综合利益也全域旅游发展的伦理要求。在实施“互联网+”打造智慧旅游城市方面,建议积极实施“互联网+旅游”,构建统一的信息管理平台,提升数字化管理水平。在提升核心引擎旅游产品开发配套大众旅游产品方面,首先要确保少林寺的核心引擎驱动力,吸引基础旅游客源市场,其次要挖掘登封厚重的儒释道文化资源、功夫文化资源、自然地质资源、民俗文化资源等。在全域旅游形象精准营销推广方面,要做到多样全面和有效精准的密切配合。本文试图在以下几个方面做出贡献:首先,在研究视角上,国内外鲜有关于全域旅游视野下的旅游形象研究,本文在理论上探讨了全域旅游与旅游形象之间的契合关系。其次,在研究方法上,综合运用文献查阅、问卷调查、深度访谈、统计分析等多种方法,分析登封旅游形象目前存在的问题。最后,在研究结论和对策建议上,本文提出了符合时代发展要求的全域旅游视野下的登封旅游形象提升建议。
[Abstract]:The competition between tourist destinations is the competition of image to a large extent. The image of tourist destination is one of the most important factors to attract tourists. The result of tourism destination image research can help the destination manager to recognize the local advantages and disadvantages, and then better manage its destination and achieve good comprehensive benefits. The tourism of Dengfeng passes through three The development of more than ten years has made great progress and got gratifying achievements. However, the single sightseeing tourism product formed for many years has become more and more unable to meet the needs of tourists. It is necessary to overrely on the development concept of Shaolin Temple. "Whole domain tourism" is an important means to solve the dilemma of Dengfeng's tourism development and form a city and tourism. The interactive development model has realized the construction of the integrated service function from the independent scenic spot, the single scenic spot construction to the whole city as the destination, and promoted the transition of scenic tourism to the city tourism. Under the concept of global tourism, this study analyzes the status of tourism development and construction in Dengfeng from the angle of combination of theory and practice. On the basis of this, we define the concept of tourism image, the concept of whole domain tourism, comb the relevant theoretical basis and research content, explore the relationship between tourism image and global tourism, and carry out a questionnaire survey on the domestic tourists visiting Dengfeng, and analyze Dengfeng from three aspects of the original tourism image, the tourism image and the complex tourism image. The system of tourism image analyzes the shortcomings and problems of various aspects of Dengfeng's tourism image, and puts forward the countermeasures and suggestions for the promotion and development of the tourism image of Dengfeng from the view of the whole region tourism. The research results will carry out a useful theoretical discussion on the attribute structure of the tourism image and provide theoretical and practical ideas for the promotion of the tourism image in the case. There is a close relationship between the tourism image of Dengfeng and the development of the global tourism. It is found that the tourism image, especially the various elements of the complex tourism image, is consistent with the specific work in the development of the whole region, including the elements of infrastructure, the elements of tourism facilities, the elements of the natural environment and the factors of the social environment. Body perception is unified with the construction of global tourism destination, especially in the construction of ecological city and the construction of urban tourism. The comprehensive marketing of tourism image is also consistent with the concept of global tourism development. The concept of global tourism development pays attention to all aspects and systematic development ideas, while the comprehensive marketing of tourism image also emphasizes this idea. All area tourism, or comprehensive marketing, both attach importance to the full range and systematic integration of the tourist sites. Through the analysis of 366 questionnaires obtained in the Dengfeng tourism market survey, it is found that in the original tourism image, Shaolin Temple, Kungfu and Buddhist Zen are ranked in the top three, followed by Shi Yongxin, martial arts school, "Zen Shaolin music". There are five kinds of tourism resources, recreational facilities, public facilities, natural environment and social environment, which are the five factors for tourism resources, recreational facilities, recreational facilities, and tourist facilities. On the basis of the concept of "global tourism" and the theory of public management, the theory of stakeholder and the theory of ecological city, this paper puts forward the following suggestions to improve the tourism image of Dengfeng, including the improvement of urban tourism infrastructure. Governance to improve the city's ecological environment, to guide the community residents into and establish interest compensation mechanism, the implementation of the "Internet plus" build wisdom tourist city, enhance the core engine of tourism products supporting the development of mass tourism products and global tourism image precision marketing and so on. In the perfect city tourism infrastructure facilities, Kangle, traffic domain, Tourism toilets and communication facilities need to be promoted. In the treatment of the ecological environment in the city, the landscaping of the riverside landscape is put forward, the ecological environment of the key areas of the city is beautified, the management of the surrounding environment of the key tourist attractions Hotel and hotel is improved, the natural environment around the city and the atmosphere environment are improved. The quality of concrete proposals. In the guide community residents into and establish interest compensation mechanism, suggestions to attract foreign tourists in the tourism development at the same time, taking into account the comprehensive benefits of community residents is the development of global tourism ethics requirements. In the implementation of the "Internet plus" build wisdom tourist city, and actively implement the "Internet plus travel advice", Building a unified information management platform to improve the level of digital management. In the promotion of the core engine tourism product development and supporting the popular tourism products, the core engine driving force of Shaolin Temple must be ensured and the basic tourist source market is attracted. Secondly, the heavy Confucian and Taoist cultural resources, Kung Fu Cultural resources, natural geological capital should be excavated in Dengfeng. The source, the folk culture resources and so on. In the global tourism image precision marketing promotion, we should make a variety of comprehensive and effective and precise coordination. This article tries to make a contribution in the following aspects: first, in the perspective of research, there are few studies on tourism image from the perspective of global tourism at home and abroad. In this paper, the whole domain tourism is discussed in theory. Secondly, in the study method, we use literature review, questionnaire survey, in-depth interview, statistical analysis and other methods to analyze the existing problems of Dengfeng tourism image. Finally, in the research conclusions and countermeasures, this paper puts forward the view of the whole domain tourism in accordance with the requirements of the times. Recommend the promotion of tourism image.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

【参考文献】