山东临沂市旅游形象传播研究

发布时间：2018-07-05 12:30

本文选题：临沂 + 旅游形象　；参考：《大连理工大学》2014年硕士论文

【摘要】：在当前世界经济中,旅游产业不仅发展趋势迅猛而且规模日益庞大,已经成为新时期的“朝阳产业”,根据最新规划,我国要将旅游产业培育成国民经济的战略性支柱产业,我国旅游业将迎来快速发展的黄金时期。在旅游业日益受到重视的同时,与其息息相关的旅游形象也逐渐进入人们的视野。基于此,对旅游形象传播的研究是很有必要的。本文以临沂市的旅游形象为研究切入点,通过调查问卷、查阅文献等研究方法全面分析了其传播所涉及的各方面。论文第一章阐述了选题的研究背景、意义、文献综述、技术路线和研究方法等内容。第二章详细分析了临沂市旅游形象的发展现状,包括临沂市的旅游形象资源、发展梳理和旅游产业取得的成绩。第三章是论文的实证研究部分,通过调查问卷的方式从传播者、传播内容、传播渠道、传播对象和传播效果五个方面分析了临沂市旅游形象在传播中存在的问题。第四章是在前面问题分析的基础上,探讨了问题的成因。第五章同样是在前面问题分析的基础上,从形象广告、公共关系和整合营销传播三个角度,提出了临沂市旅游形象传播的五条策略。
[Abstract]:In the current world economy, the tourism industry is not only developing rapidly and on an increasingly large scale, but has become a "sunrise industry" in the new era. According to the latest plan, our country should cultivate the tourism industry into a strategic pillar industry of the national economy. China's tourism industry will usher in a golden period of rapid development. With the increasing attention paid to tourism, tourism image, which is closely related to tourism, has gradually entered people's field of vision. Based on this, it is necessary to study the communication of tourism image. In this paper, the tourism image of Linyi City as the research breakthrough point, through the questionnaire, literature and other research methods of comprehensive analysis of its dissemination involved in all aspects. The first chapter describes the research background, significance, literature review, technical route and research methods. The second chapter analyzes the present situation of Linyi's tourism image in detail, including the tourism image resources of Linyi city, the development of combing and the achievements of tourism industry. The third chapter is the empirical research part of the paper, through the questionnaire from the communicator, communication content, communication channels, communication objects and communication results of the five aspects of Linyi tourism image in the dissemination of problems. The fourth chapter discusses the causes of the problem on the basis of the analysis of the previous problems. The fifth chapter also puts forward five strategies of tourism image communication in Linyi from three angles of image advertisement, public relations and integrated marketing communication.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;G206

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