發(fā)布時(shí)間：2018-01-13 13:01

  本文關(guān)鍵詞：柳州市旅游形象定位研究　出處：《廣西大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 柳州市 旅游形象 定位 推廣 策略

【摘要】：近年來,隨著中國(guó)經(jīng)濟(jì)的飛速發(fā)展和人民生活水平的不斷提高,人們休閑、消費(fèi)的主要方式已經(jīng)逐漸變成了旅游。旅游業(yè)作為中國(guó)第三產(chǎn)業(yè)的支柱產(chǎn)業(yè)之一,正引起各級(jí)政府的高度重視和全社會(huì)的廣泛關(guān)注。柳州旅游業(yè)的發(fā)展這幾年也進(jìn)入了一個(gè)快速發(fā)展的新階段。同時(shí),我們還應(yīng)清晰的認(rèn)識(shí)到,在國(guó)內(nèi)和國(guó)際旅游業(yè)競(jìng)爭(zhēng)日益激烈的今天,柳州市的旅游業(yè)要想立于不敗之地,只有內(nèi)強(qiáng)素質(zhì)、外塑形象,努力將城市鮮明的旅游形象打造成為城市旅游的金字招牌。與桂林、西安、深圳、上海、北京等旅游形象定位比較成功的城市相比,柳州市的旅游形象還不夠鮮明,吸引力還不夠,沒有形成品牌效應(yīng),這大大影響了柳州成為廣西乃至西南地區(qū)、全國(guó)重要的旅游目的地的目標(biāo),嚴(yán)重制約了柳州市旅游業(yè)的發(fā)展與壯大。本文以柳州市旅游形象定位作為研究對(duì)象,在借鑒城市旅游形象定位相關(guān)理論研究基礎(chǔ)上,依據(jù)柳州市旅游局的相關(guān)資料,通過對(duì)當(dāng)?shù)卣{(diào)研和問卷調(diào)查展開系統(tǒng)研究；特別是本文從來訪柳州的國(guó)內(nèi)外旅游者角度對(duì)柳州市旅游形象現(xiàn)狀進(jìn)行了全面、深入、細(xì)致的剖析,綜合運(yùn)用文獻(xiàn)法、歸納法、統(tǒng)計(jì)法、分析法等方法,找出了目前柳州市旅游形象定位存在的不足,為柳州市旅游形象定位提供了現(xiàn)實(shí)依據(jù)；在此基礎(chǔ)上,本文綜合分析了柳州市旅游形象定位的資源依據(jù)、市場(chǎng)依據(jù)、理論依據(jù)和政策依據(jù),進(jìn)而導(dǎo)出柳州市旅游形象定位的關(guān)鍵詞,通過比較分析,綜合篩選,最終提出適合柳州市的旅游形象定位口號(hào)；最后根據(jù)柳州市旅游業(yè)發(fā)展的實(shí)際情況,結(jié)合國(guó)內(nèi)外其他城市先進(jìn)成熟的旅游形象推廣經(jīng)驗(yàn),重點(diǎn)闡述柳州市旅游形象的推廣策略。通過深入細(xì)致研究,本文將柳州市旅游形象總體定位為：“風(fēng)情之都”,并提出“風(fēng)情之都、魅力柳州”的柳州市旅游形象定位口號(hào),并試圖幫助柳州市設(shè)計(jì)一個(gè)特色鮮明、品牌突出、可持續(xù)發(fā)展的城市旅游形象,為柳州市旅游業(yè)的快速發(fā)展,為柳州市的經(jīng)濟(jì)社會(huì)建設(shè)貢獻(xiàn)智慧。
[Abstract]:In recent years, with the rapid development of China's economy and the continuous improvement of people's living standards, the main way of people's leisure and consumption has gradually become tourism. Tourism is one of the pillar industries of China's tertiary industry. Liuzhou tourism development has entered a new stage of rapid development in recent years. At the same time, we should also clearly understand. In the domestic and international tourism competition is increasingly fierce today, the tourism industry in Liuzhou want to remain invincible, only internal strong quality, external plastic image. Strive to make the city's distinct tourism image become the gold-lettered signboard of urban tourism. Compared with Guilin, Xi'an, Shenzhen, Shanghai, Beijing and other cities with relatively successful tourism image positioning. Liuzhou's tourism image is not bright enough, the attraction is not enough, has not formed the brand effect, this has greatly affected the Liuzhou becomes the Guangxi and even the southwest area, the national important tourist destination goal. Seriously restricted the development and expansion of tourism in Liuzhou. This paper takes the tourism image positioning of Liuzhou as the research object, on the basis of reference to the theory of tourism image positioning in Liuzhou. According to the relevant information of Liuzhou Tourism Bureau, through the local investigation and questionnaire to carry out a systematic study; In particular, from the point of view of domestic and foreign tourists visiting Liuzhou, this paper makes a comprehensive, in-depth and detailed analysis of the tourism image of Liuzhou, and comprehensively applies the methods of literature, induction, statistics, analysis and so on. This paper finds out the shortcomings of the tourism image positioning in Liuzhou at present, and provides the realistic basis for the tourism image positioning in Liuzhou. On this basis, this paper comprehensively analyzes the resource basis, market basis, theoretical basis and policy basis of Liuzhou tourism image positioning, and then derives the key words of Liuzhou tourism image positioning, through comparative analysis. Comprehensive screening, finally put forward suitable for Liuzhou city tourism image positioning slogan; Finally, according to the actual situation of tourism development in Liuzhou, combined with the advanced and mature tourism image promotion experience of other cities at home and abroad, this paper focuses on the promotion strategy of tourism image in Liuzhou. In this paper, the overall positioning of the tourism image of Liuzhou is as follows: "the capital of customs", and put forward the slogan of "the capital of customs, charm of Liuzhou", and try to help Liuzhou to design a distinctive feature. The outstanding brand and sustainable development of the city tourism image, for the rapid development of tourism in Liuzhou, for the economic and social construction of Liuzhou contributed wisdom.
【學(xué)位授予單位】：廣西大學(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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