發(fā)布時(shí)間：2018-01-10 14:13

  本文關(guān)鍵詞：琿春市旅游形象定位研究　出處：《延邊大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 琿春市 旅游業(yè) 旅游地 形象定位

【摘要】：中國(guó)旅游業(yè)已經(jīng)進(jìn)入形象驅(qū)動(dòng)的時(shí)代,旅游城市吸引旅游者的一個(gè)非常關(guān)鍵因素就是樹立鮮明獨(dú)特的旅游地形象,這對(duì)提升旅游地的競(jìng)爭(zhēng)力至關(guān)重要。 本文以琿春市為研究對(duì)象,以前期較為充分的市場(chǎng)調(diào)查為基礎(chǔ),依據(jù)琿春市統(tǒng)計(jì)局發(fā)布的統(tǒng)計(jì)數(shù)據(jù),運(yùn)用旅游學(xué)、旅游地理學(xué)、認(rèn)知地理學(xué)等相關(guān)學(xué)科知識(shí)開展研究,研究采用定性與定量相結(jié)合的方法。 本文首先對(duì)琿春市地理文脈和旅游業(yè)發(fā)展概況進(jìn)行分析和梳理,目的是充分了解當(dāng)?shù)貧v史文化、區(qū)域條件、氣候條件、交通狀況、人口和經(jīng)濟(jì)發(fā)展等區(qū)域自然地理背景和人文地理背景,以及琿春市旅游資源、客源市場(chǎng)、旅游企業(yè)的發(fā)展概況,進(jìn)一步提煉出地方特質(zhì)。之后針對(duì)游客進(jìn)行了市場(chǎng)調(diào)查,這一部分是本文的重點(diǎn)。通過調(diào)查得出了琿春市在游客心中的本底感知形象、實(shí)地感知形象、不良感知形象、整體印象等,并運(yùn)用因子分析法對(duì)16項(xiàng)影響琿春市旅游形象的因子進(jìn)行分析,最終得出影響琿春市旅游形象的主要因素。 琿春市旅游形象定位遵循了這幾個(gè)方面：一是市場(chǎng)調(diào)查,包括問卷中調(diào)查的游客旅游動(dòng)機(jī)、吸引因素、旅游景區(qū)(點(diǎn))的知名度、美譽(yù)度,還要顧及到游客對(duì)琿春旅游形象的“本底感知”和“實(shí)地感知”。二是旅游地之間的競(jìng)爭(zhēng)狀況,注重考慮與周邊擁有同類單項(xiàng)旅游資源的旅游城市的競(jìng)爭(zhēng)關(guān)系。三是社會(huì)經(jīng)濟(jì)發(fā)展方向,與政府的宏觀戰(zhàn)略規(guī)劃結(jié)合起來,使旅游形象定位具有較強(qiáng)的可操作性,即體現(xiàn)出琿春市現(xiàn)實(shí)特色,也要符合今后的發(fā)展方向�；谶@些分析,筆者將“體驗(yàn)三疆文化、盡享五國(guó)風(fēng)情、打造東北亞旅游集散中心及著名的休閑養(yǎng)生圣地”作為琿春市的旅游形象定位詞,提出了琿春市的形象口號(hào)為：“一眼望三疆,線游五國(guó),東北亞之心、休閑養(yǎng)生圣地琿春歡迎您”。
[Abstract]:China's tourism industry has entered the era of image driven. A key factor to attract tourists is to set up distinct and unique tourist destination image, which is very important for improving the competitiveness of tourist destinations.
This paper takes Hunchun city as the research object, by market investigation sufficient preliminary basis, based on the statistical data released by the Hunchun Municipal Bureau of statistics, use of tourism, tourism geography, geography and other related theories of cognitive research, research methods combining qualitative analysis with quantitative analysis.
The overview of the geographical context of Hunchun city and the development of the tourism industry in this paper are analyzed and sorted, to fully understand the local history and culture, regional conditions, weather conditions, traffic conditions, population and economic development of regional natural geographical background and geographical background, and the city of Hunchun tourism resources, tourist market, the development of tourism enterprises, further to extract local characteristics. After a market survey for tourists, this part is the focus of this paper. Through the investigation of Hunchun city in the minds of tourists the background image, field perceived image, perceived bad image, overall impression, and the use of 16 factors affecting Hunchun city tourism image analysis finally, the main factors that affect the tourism image of Hunchun city.
Hunchun city tourism image positioning followed this several aspects: one is the market survey, including the questionnaire survey of tourist motives, attractions, tourism scenic area (spot) visibility, reputation, but also take into account the tourists to Hunchun tourism image "the perception" and "real sense". Two is the tourist destination the competition between the situation, consider the competitive relationship with the same individual tourism resources and the surrounding tourist city. The three is the economic development of the society, combined with the government's macro strategic planning, the tourism image positioning has strong operability, which reflects the reality of Hunchun features, but also conform to the development direction in the future. Based on these analysis, the author will experience three Xinjiang culture, enjoy five style, build the Northeast Asia Tourism Center and the famous resort leisure and health "as the Hunchun city's tourism image positioning, put forward Hunchun city's image slogan is: "look at three Xinjiang, travel five countries, the heart of Northeast Asia, the holy place of leisure and health Hunchun welcome you".

【學(xué)位授予單位】：延邊大學(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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本文編號(hào)：1405567