發(fā)布時(shí)間：2018-01-16 03:10

  本文關(guān)鍵詞：基于屏蔽理論的山東省濱海城市旅游形象協(xié)調(diào)治理研究　出處：《中國海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 旅游形象 形象屏蔽 屏蔽強(qiáng)度 山東濱海城市 治理

【摘要】：旅游產(chǎn)業(yè)的發(fā)展已成為城市發(fā)展的重要支柱。所謂城市旅游,就是發(fā)生在城市范圍內(nèi)各種旅游休閑活動(dòng)的總稱,是指旅游者在城市中的所有物質(zhì)與精神消費(fèi)活動(dòng)的總和。旅游產(chǎn)業(yè)發(fā)展在經(jīng)歷了資源驅(qū)動(dòng)、產(chǎn)品驅(qū)動(dòng)、市場和營銷驅(qū)動(dòng)之后,已經(jīng)進(jìn)入了形象驅(qū)動(dòng)階段,城市旅游形象已經(jīng)成為城市旅游品牌塑造的核心要素。然而,城市旅游形象建設(shè)存在很多問題,出現(xiàn)“非優(yōu)區(qū)”、“灰度區(qū)”、“陰影區(qū)”等現(xiàn)象,造成城市之間旅游發(fā)展的不平衡,筆者稱之為“旅游形象屏蔽”。 山東濱海7城市旅游發(fā)展極其不平衡,青島作為山東濱海城市旅游業(yè)發(fā)展的龍頭城市,青島的濱海旅游占有絕對優(yōu)勢,構(gòu)成山東濱海旅游的絕對主體,處于領(lǐng)先地位,煙臺(tái)、濰坊、威海緊隨其后,日照、東營和濱州旅游發(fā)展相對落后。隨著城市旅游業(yè)的快速發(fā)展,區(qū)域間旅游發(fā)展水平不平衡成為一種普遍的社會(huì)經(jīng)濟(jì)現(xiàn)象。本文從形象屏蔽的視角探尋濱海7城市旅游發(fā)展不平衡的原因以及程度,希望所做的研究對山東省濱海城市旅游的未來發(fā)展,旅游形象的準(zhǔn)確定位有一定的參考價(jià)值。 具體而言,本文主要包括如下4個(gè)部分： (1)梳理目前學(xué)術(shù)界關(guān)于城市旅游形象和形象屏蔽的學(xué)術(shù)觀點(diǎn)以及山東省濱海城市旅游研究進(jìn)展,并且簡要概述了旅游形象感知理論、整合營銷傳播學(xué)理論、區(qū)位及增長極理論和空間相互作用理論。 (2)旅游形象屏蔽基本理論。界定了城市旅游形象與旅游形象屏蔽的概念。并解析了旅游形象屏蔽產(chǎn)生機(jī)制：資源屏蔽、區(qū)位屏蔽、認(rèn)知屏蔽和政府行為屏蔽。在此基礎(chǔ)上,將旅游形象屏蔽效應(yīng)劃分為正效應(yīng)和負(fù)效應(yīng)兩個(gè)層面,根據(jù)屏蔽強(qiáng)度量化屏蔽效應(yīng)劃分為四種類型：極強(qiáng)型、較強(qiáng)型、一般型和微弱型。 (3)嘗試構(gòu)建旅游形象屏蔽效應(yīng)測算模型。以形象相似度、空間距離、交通密度、游客感知形象四個(gè)維度嘗試構(gòu)建了旅游形象效應(yīng)測算模型公式,即 (4)山東濱海7城市旅游形象屏蔽效應(yīng)實(shí)證研究。以山東省濱海7城市為例,通過對該7城市旅游背景闡述的基礎(chǔ)上,并進(jìn)行廣泛的數(shù)據(jù)調(diào)查和分析,利用模型公式，測算出該7城市之間旅游形象屏蔽的程度。在此基礎(chǔ)上，提出該7城市旅游形象治理的策略，即差異化治理策略和區(qū)域旅游合作策略。 然而，囿于筆者本人知識(shí)的限制，以及數(shù)據(jù)收集的難度，本文研究存在了一些不足之處，主要表現(xiàn)為：第一，忽略旅游介體對形象屏蔽的影響，并且從旅游主體和客體角度探求形象屏蔽原因難以全面和深入；第二，，選擇濟(jì)南作為樣本客源地，樣本量欠缺普遍性，其他客源市場的濱海城市旅游形象屏蔽強(qiáng)度測算有待進(jìn)一步研究；第三，本文提出的差異化治理策略和區(qū)域合作策略尚不夠成熟，有待進(jìn)一步改善。
[Abstract]:The development of tourism industry has become an important pillar of urban development. Tourism industry development has entered the image-driven stage after experiencing resource driven, product driven, market and marketing drive. Urban tourism image has become the core element of urban tourism brand shaping. However, there are many problems in the construction of urban tourism image, such as "non-optimal area", "gray area", "shadow area" and so on. The author calls it "the screen of tourism image", which results in the imbalance of tourism development between cities. Shandong Binhai 7 cities tourism development is extremely unbalanced Qingdao as Shandong coastal city tourism development leading city Qingdao coastal tourism has an absolute advantage and constitutes the absolute main body of Shandong coastal tourism. In the leading position Yantai Weifang Weihai followed by Rizhao Dongying and Binzhou tourism development is relatively backward. With the rapid development of urban tourism. The imbalance of regional tourism development level has become a universal social and economic phenomenon. This paper explores the reasons and extent of tourism development imbalance in coastal seven cities from the perspective of image shielding. It is hoped that the research will have some reference value for the future development of Shandong coastal city tourism and the accurate orientation of tourism image. Specifically, this paper mainly includes the following four parts: 1) combing the academic views on urban tourism image and image shielding and the research progress of coastal city tourism in Shandong province, and briefly summarizing the theory of tourism image perception. Integrated marketing communication theory, location and growth pole theory and spatial interaction theory. 2) the basic theory of tourism image shielding. This paper defines the concept of urban tourism image and tourism image shielding, and analyzes the mechanism of tourism image shielding: resources shielding, location shielding. On this basis, the tourism image shielding effect can be divided into two levels: positive effect and negative effect. According to the shielding intensity quantitative shielding effect can be divided into four types: very strong type and strong type. General and weak. 3) try to construct the model of tourism image shielding effect, and try to construct the model formula of tourism image effect from four dimensions of image similarity, space distance, traffic density and tourists' perceived image, which are four dimensions: image similarity, space distance, traffic density and tourists' perceived image. 4) empirical study on the shielding effect of tourism image in 7 cities of Shandong Binhai. Taking 7 cities of Binhai in Shandong province as an example, based on the tourism background of the 7 cities, this paper makes a wide range of data investigation and analysis. By using the model formula, the degree of tourism image shielding between the seven cities is calculated. On the basis of this, the strategies of tourism image governance in these seven cities are put forward, that is, the differentiated governance strategy and the regional tourism cooperation strategy. However, due to the limitations of the author's own knowledge and the difficulty of data collection, there are some shortcomings in this study. Firstly, ignoring the impact of tourism media on image screening. And it is difficult to explore the reasons of image shielding from the angle of tourism subject and object. Second, Jinan is chosen as the sample destination, the sample size is lack of universality, and the screening intensity of the coastal city tourism image of other tourist market needs further study. Thirdly, the differentiated governance strategy and regional cooperation strategy proposed in this paper are not mature enough and need to be further improved.
【學(xué)位授予單位】：中國海洋大學(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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