辽宁省旅游形象传播效果的评价

发布时间：2018-01-16 18:07

本文关键词：辽宁省旅游形象传播效果的评价　出处：《渤海大学》2014年硕士论文　论文类型：学位论文

【摘要】：区域旅游形象的传播不仅是影响游客主观感知、情感寄托和购买决策的主要因素，更是旅游目的地占领市场质控点的关键。因此，研究区域旅游形象传播效果对于提高旅游形象传播效率，提升区域旅游竞争力具有非常重要的意义。通过对辽宁省旅游形象传播相关信息的梳理，本文从界面意象效果、认知效果和行为驱动效果三个层面构建了区域旅游形象传播效果评价体系，运用熵值法对问卷数据进行处理，经量化分析发现：（1）辽宁省旅游形象传播效果空间上呈阶梯状分布，，空间差异不均衡，两极格局形态明显；传播效果在东部沿海地区出现南北分化局面；出现以本省为中心的空心化现象。（2）辽宁省旅游形象传播主体的可信度偏低。（3）媒介传播效果不理想，影视媒体利用率较高，网络媒体发展空间仍很大。（4）影响辽宁省旅游形象传播效果空间分异的因素主要包括空间距离、经济发展水平、地域文化差异、旅游资源的区域差异性等四个方面。在结合辽宁省旅游资源以及地方特色的基础上，根据辽宁省旅游形象传播的现状，本文提出了发挥政府调控作用，建立整合营销、时空立体传播模式，全方位传播方式和重视人际传播等建议，以实现辽宁省旅游形象的高效传播。
[Abstract]:The transmission of regional tourism image is not only the main factor that affects tourists' subjective perception, emotional sustenance and purchase decision, but also the key of tourism destination to occupy the market quality control point. It is of great significance to study the effect of regional tourism image communication in order to improve the efficiency of tourism image communication and enhance the competitiveness of regional tourism. Through combing the related information of tourism image communication in Liaoning Province, this paper constructs the evaluation system of regional tourism image communication effect from three aspects: interface image effect, cognitive effect and behavior driven effect. The entropy method is used to process the questionnaire data. The quantitative analysis shows that the effect of tourism image transmission in Liaoning Province is ladder distribution in space, the spatial difference is not balanced, and the pattern of the two poles is obvious. The spreading effect is divided between north and south in the eastern coastal area. There is a hollowing phenomenon centered on this province. 2) the credibility of tourism image communication subject in Liaoning Province is on the low side. 3) the media communication effect is not ideal and the utilization rate of film and television media is high. Network media development space is still very large.) the main factors that affect the spatial differentiation of tourism image communication effect in Liaoning Province include spatial distance, economic development level, regional and cultural differences. On the basis of combining tourism resources and local characteristics of Liaoning Province, according to the current situation of tourism image dissemination in Liaoning Province, this paper puts forward the role of government regulation. In order to realize the efficient communication of tourism image in Liaoning Province, we should establish integrated marketing, spatio-temporal and three-dimensional communication mode, omni-directional communication mode, and attach importance to interpersonal communication and so on.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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