本文選題：旅游形象 + 全域旅游��； 參考：《廣西師范大學》2017年碩士論文

【摘要】：旅游地之間的競爭在很大程度上是形象的競爭,旅游目的地形象是吸引游客最關鍵的因素之一。旅游目的地形象研究的結(jié)果能幫助目的地管理者認識到當?shù)氐膬?yōu)勢和劣勢,進而更好地管理目的地,取得良好的綜合效益。登封旅游經(jīng)過三十余年的發(fā)展取得了巨大的進步,獲得了可喜的成就,然而多年形成的單一的觀光型旅游產(chǎn)品已經(jīng)越來越不能滿足游客的需要,過度依賴少林寺的發(fā)展理念需要革命。“全域旅游”是破解登封旅游發(fā)展困境的重要手段,形成城市與旅游互推互動發(fā)展模式,實現(xiàn)從獨立景區(qū)、單個景點的建設向整個城市作為目的地的綜合服務功能建設地跨越,推動景區(qū)旅游向城市旅游轉(zhuǎn)型。本研究在全域旅游的發(fā)展理念下,從理論與實踐相結(jié)合的角度,在分析登封旅游發(fā)展與建設現(xiàn)狀的基礎上,界定旅游形象、全域旅游的概念內(nèi)涵,梳理相關理論基礎和研究內(nèi)容,探討了旅游形象與全域旅游之間的契合關系,并對到訪登封的國內(nèi)游客展開問卷調(diào)查,從原生旅游形象、引致旅游形象和復合旅游形象三個方面分析登封的旅游形象體系,探析登封旅游形象各方面的不足與問題,并以此從全域旅游的視野提出登封旅游形象提升發(fā)展的對策建議。研究結(jié)果會對旅游地形象的屬性結(jié)構(gòu)展開有益的理論探討,也對案例地旅游形象提升提供理論依據(jù)和實踐思路。登封市旅游形象與全域旅游發(fā)展之間有著密切契合的關系。研究發(fā)現(xiàn),旅游形象,尤其復合旅游形象各項要素指標與全域旅游發(fā)展中的具體工作相一致,具體包括基礎設施要素、旅游設施要素、自然環(huán)境要素和社會環(huán)境要素。旅游形象整體感知與全域旅游目的地建設相統(tǒng)一,尤其在生態(tài)城市建設和城市旅游化建設中。旅游形象全面營銷也與全域旅游發(fā)展理念相契合,全域旅游發(fā)展理念注重全方位、系統(tǒng)性的發(fā)展思路,而旅游形象的全面營銷同樣也強調(diào)這種思路。無論全域旅游,亦或全面營銷,兩者皆重視旅游地的全方位、系統(tǒng)性的融合。通過分析在登封旅游市場調(diào)查獲取的366份調(diào)查問卷,發(fā)現(xiàn)在原生旅游形象中,少林寺、功夫和佛教禪宗排在前三位,緊隨其后的是釋永信、武術學校、“禪宗少林·音樂大典”、嵩山、天地之中等。在引致旅游形象方面,游客認同度最高的是功夫之都,其次是禪宗祖庭和天地之中。在復合旅游形象方面,針對提煉出的旅游資源、游樂設施、公共設施、自然環(huán)境和社會環(huán)境這五類因子,在旅游資源、游樂設施和社會環(huán)境方面有較高的滿意度,而在公共設施和自然環(huán)境方面有改善的空間。依據(jù)“全域旅游”的發(fā)展理念以及公共管理理論、利益相關者理論和生態(tài)城市理論,本文對登封提出如下提升旅游形象的建議,包括完善城市旅游基礎設施、治理改善全市生態(tài)環(huán)境、引導社區(qū)居民融入與建立利益補償機制、實施“互聯(lián)網(wǎng)+”打造智慧旅游城市、提升核心引擎旅游產(chǎn)品開發(fā)配套大眾旅游產(chǎn)品和全域旅游形象精準營銷推廣等。在完善城市旅游基礎設施方面,康樂設施、域內(nèi)交通、旅游廁所、通訊設施需要著重提升。在治理改善全市生態(tài)環(huán)境方面,提出了河濱景觀帶進行治理美化、對城市重點區(qū)域的生態(tài)環(huán)境進行美化、加強重點旅游景區(qū)酒店飯店周邊環(huán)境的治理改善、有效提升市區(qū)周邊自然環(huán)境和改善大氣環(huán)境質(zhì)量等具體建議。在引導社區(qū)居民融入與建立利益補償機制方面,建議在發(fā)展旅游吸引外地游客的同時,兼顧社區(qū)居民的綜合利益也全域旅游發(fā)展的倫理要求。在實施“互聯(lián)網(wǎng)+”打造智慧旅游城市方面,建議積極實施“互聯(lián)網(wǎng)+旅游”,構(gòu)建統(tǒng)一的信息管理平臺,提升數(shù)字化管理水平。在提升核心引擎旅游產(chǎn)品開發(fā)配套大眾旅游產(chǎn)品方面,首先要確保少林寺的核心引擎驅(qū)動力,吸引基礎旅游客源市場,其次要挖掘登封厚重的儒釋道文化資源、功夫文化資源、自然地質(zhì)資源、民俗文化資源等。在全域旅游形象精準營銷推廣方面,要做到多樣全面和有效精準的密切配合。本文試圖在以下幾個方面做出貢獻:首先,在研究視角上,國內(nèi)外鮮有關于全域旅游視野下的旅游形象研究,本文在理論上探討了全域旅游與旅游形象之間的契合關系。其次,在研究方法上,綜合運用文獻查閱、問卷調(diào)查、深度訪談、統(tǒng)計分析等多種方法,分析登封旅游形象目前存在的問題。最后,在研究結(jié)論和對策建議上,本文提出了符合時代發(fā)展要求的全域旅游視野下的登封旅游形象提升建議。
[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.

【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592.7

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