张家界旅游形象的建构与传播

发布时间：2018-05-10 06:22

本文选题：旅游形象 + 定位　；参考：《湖南大学》2012年硕士论文

【摘要】：伴随着旅游竞争的日趋激烈，，旅游地旅游形象的建构与传播已成为旅游资源开发和旅游产业发展的重要推动力量，也是促进区域文化建设、实现文化产业可持续发展的重要推动因素。张家界以自然生态旅游闻名国内外，如何建构并传播一个独特鲜明且具强大感召力的旅游形象，是张家界旅游产业实现高速稳定发展、拓展市场、走向国际必须考虑的问题。论文对张家界自然旅游资源、人文旅游资源、旅游基础设施的现状进行分析，并借用旅游规划的旅游资源评价方法，探讨了张家界旅游资源质量、旅游资源环境、旅游资源的开发和运作。本文研究认为，张家界旅游资源具备极高的观赏价值和历史文化价值，但文化内涵的缺失使其难以构建品牌内核；张家界景区环境的超载损害了原本极其优良的旅游环境；张家界旅游资源的开发运作条件已较为完备，但旅游产业结构仍显单一，未能形成完备的旅游产业链。论文借助市场营销理论特别是市场定位理论，对张家界旅游形象定位进行了研究，依据CIS理论，从理念形象、视觉形象与行为形象等三个层面对张家界旅游形象要素设计进行了研究。本文研究认为，张家界旅游形象定位应以“奇山之都，土家之城”为基石，以文化和体验为延伸；张家界旅游形象设计应以生态旅游携文化体验为精神体现，以和谐统一的视觉景观和符号识别为静态表现，以旅游服务行为、区域管理、居民形象为动态表现，三者相互协调统一。论文依据媒介的传播功能与涵化作用等传播学理论，研究了旅游形象传播中的媒体功能，探讨了张家界旅游形象传播策略和支持系统。本人研究认为大众媒介在旅游形象的传播中具有信息整合、认知导向、舆论引导等功能，并能通过其所营造的符号现实对游客进行潜移默化的形象植入；并且应以政府、专业团队、社会作为支持系统，通过加强新闻策划、打造品牌形象、推进活动营销、运用新媒体手段等策略来推进张家界旅游形象的传播，同时尤其要注意整合理念形象、视觉形象、行为形象等多种形象要素，整合自然生态景观和文化景观，整合旅游形象传播、旅游产品营销和旅游产业拓展，最终走向整合营销传播。
[Abstract]:With the increasingly fierce competition of tourism, the construction and dissemination of tourism image has become an important driving force for the development of tourism resources and tourism industry, and also to promote the construction of regional culture. The important impetus factor that realizes cultural industry sustainable development. Zhangjiajie is famous for its natural ecotourism at home and abroad. How to construct and spread a distinctive and powerful tourist image is a problem that must be considered in Zhangjiajie tourism industry to realize high speed and steady development, to expand the market and to go international. This paper analyzes the present situation of Zhangjiajie's natural tourism resources, humanistic tourism resources and tourism infrastructure, and probes into the quality and environment of Zhangjiajie's tourism resources by using the tourism resources evaluation method of tourism planning. The development and operation of tourism resources. This paper holds that Zhangjiajie tourism resources have very high ornamental value and historical and cultural value, but the lack of cultural connotation makes it difficult to build a brand core, the environment overload of Zhangjiajie scenic area damages the original excellent tourist environment. Zhangjiajie tourism resources development and operation conditions have been relatively complete, but the tourism industry structure is still single, unable to form a complete tourism industry chain. Based on the marketing theory, especially the market positioning theory, this paper studies the tourism image positioning in Zhangjiajie. According to the CIS theory, the paper analyzes the image of the tourism in Zhangjiajie. Visual image and behavioral image are three levels of Zhangjiajie tourism image elements design. This paper holds that the tourism image orientation of Zhangjiajie should be based on "the capital of Qiashan, the city of Tujia" and the extension of culture and experience, and that the design of tourism image of Zhangjiajie should be embodied in the spirit of ecotourism and cultural experience. The visual landscape and symbol recognition of harmony and unity as static performance, tourism service behavior, regional management, resident image as dynamic performance, the three coordinated and unified each other. Based on the theory of communication such as the communication function and acculturation of the media, this paper studies the media function in the communication of tourism image, and probes into the communication strategy and supporting system of Zhangjiajie tourism image. I believe that mass media has the functions of information integration, cognitive guidance, public opinion guidance in the dissemination of tourism image, and can imbue tourists with a subtle image through the symbolic reality created by the media. As a support system, professional teams and society promote the spread of Zhangjiajie tourism image by strengthening news planning, building brand image, promoting campaign marketing, using new media means, and paying special attention to integrating the concept image. Visual image, behavior image and other image elements, integrate natural ecological landscape and cultural landscape, integrate tourism image communication, tourism product marketing and tourism industry expansion, and finally move towards integrated marketing communication.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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