本文關(guān)鍵詞：景德鎮(zhèn)城市旅游品牌建設(shè)策略研究　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：旅游目的地形象，有時(shí)也被簡(jiǎn)稱為旅游形象。近三十年來(lái)已成為國(guó)際旅游學(xué)術(shù)界最為流行的研究領(lǐng)域之一，其重要性也被普遍認(rèn)可。20世紀(jì)70年代，國(guó)外就開(kāi)始了旅游形象的研究。近年來(lái)景德鎮(zhèn)旅游行業(yè)發(fā)展迅速，特別是2009年以后，景德鎮(zhèn)旅游行業(yè)蓬勃發(fā)展，旅游業(yè)已經(jīng)成為了景德鎮(zhèn)發(fā)展的重要支柱。景德鎮(zhèn)如何憑借自身豐富的文化資源，加大對(duì)外形象的宣傳，提升對(duì)外的形象。以景德鎮(zhèn)旅游品牌形象為視點(diǎn)，深入調(diào)查游客對(duì)景德鎮(zhèn)旅游品牌形象的認(rèn)知情況，來(lái)不斷完善景德鎮(zhèn)的旅游品牌形象。 本文以城市旅游品牌建設(shè)的相關(guān)理論出發(fā)，通過(guò)分析景德鎮(zhèn)現(xiàn)有的旅游資源狀況、旅游設(shè)施設(shè)備、旅游服務(wù)、旅游從業(yè)人員等各方面的情況，同時(shí)結(jié)合相關(guān)數(shù)據(jù)進(jìn)行分析，從而挖掘出了目前景德鎮(zhèn)旅游品牌建設(shè)中存在的問(wèn)題，主要有：品牌定位不明確、顧客認(rèn)同度不高、旅游資源整合度不高等。針對(duì)這些問(wèn)題，本文提出了相應(yīng)的解決策略，首先要求確定景德鎮(zhèn)的旅游品牌定位，既以陶瓷文化和藝術(shù)作為景德鎮(zhèn)旅游的核心，并且利用多種手段來(lái)對(duì)景德鎮(zhèn)的新品牌進(jìn)行宣傳和推廣，使其迅速在人們心目中樹(shù)立新的形象。其次，通過(guò)視覺(jué)、聽(tīng)覺(jué)等多方面，全方位地整改并塑造景德鎮(zhèn)全新的形象以提高顧客對(duì)景德鎮(zhèn)的認(rèn)同，最后，還將景德鎮(zhèn)現(xiàn)有的旅游資源進(jìn)行整合，將陶瓷藝術(shù)旅游資源進(jìn)行強(qiáng)推，使其與景德鎮(zhèn)傳統(tǒng)的陶瓷文化進(jìn)行互補(bǔ)，使得景德鎮(zhèn)的旅游品牌更加豐富，更加有深度。為了有效推進(jìn)這些策略的實(shí)施，本文還提出了相應(yīng)的實(shí)施方案，主要從制度、組織、和投資環(huán)境這幾個(gè)方面進(jìn)行討論，一方面要求政府給予相應(yīng)的保障，，另一方面，也同時(shí)提出了相對(duì)具體的計(jì)劃，使得該方案能得到持續(xù)、穩(wěn)定的推行。
[Abstract]:The image of a tourism destination, is also sometimes referred to as tourism image. In the past thirty years has become one of the most popular research fields in international tourism academia, its importance has been widely recognized by.20 in 70s, foreign countries started to study on the tourism image. In recent years the development of the tourism industry of Jingdezhen is very fast, especially after 2009, tourism Jingdezhen industry vigorous development, the tourism industry has become an important pillar of the development of Jingdezhen. Jingdezhen with its rich cultural resources, increase external publicity image, enhance the external image. Taking Jingdezhen tourism brand image as a viewpoint, cognitive and in-depth investigation of tourists to Jingdezhen tourism brand image, to constantly improve the Jingdezhen tourism brand image.
Based on the related theory of city tourism brand construction, through the analysis of the existing situation of Jingdezhen tourism resources, tourism facilities, tourism services, tourism and other aspects of personnel situation, combined with the related data analysis, so as to find out the existing problems in the construction of Jingdezhen tourism brand, mainly include: brand positioning is not clear, customer acceptance is not high, the integration of tourism resources is not high. Aiming at these problems, this paper puts forward the corresponding solutions, first requirements to determine the orientation of the tourism brand of Jingdezhen, both in ceramic art and culture as the core of tourism in Jingdezhen, and the use of various means to a new brand of Jingdezhen to carry out publicity and promotion, so that it quickly establish a new image in the minds of the people. Secondly, through visual, auditory and other aspects, the full range of rectification and shaping a new image in Jingdezhen Improve customer identity of Jingdezhen finally, will Jingdezhen existing tourism resources integration, the resources of Ceramic Art Tourism strong push, and the traditional ceramic culture of Jingdezhen complement each other, make Jingdezhen tourism brand more rich, more depth. In order to effectively promote the implementation of these strategies, this paper also proposed the implementation the corresponding scheme, mainly from the system, organization, and discusses the investment environment of these aspects, on the one hand require the government to give appropriate protection, on the other hand, also made specific plans, the scheme can be sustained, stable implementation.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7

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