本文選題：甘肅省 + 形象營銷��； 參考：《蘭州商學(xué)院》2014年碩士論文

【摘要】：近些年來，隨著我國旅游業(yè)的快速發(fā)展，旅游目的地形象在旅游者的行為決策和選擇中所起的作用日益突出，“形象策略”已經(jīng)成為旅游目的地在激烈的客源市場競爭中取得勝利的關(guān)鍵。同時(shí)，旅游目的地形象的研究也成為學(xué)術(shù)界研究的重要課題之一，其中大多數(shù)是關(guān)于旅游目的地形象認(rèn)知、形象塑造、形象測量的研究，而關(guān)于旅游目的地形象營銷的研究相對較少。且這些研究著重以旅游資源為中心來策劃和推廣旅游目的地形象，無法保證旅游地形象能夠完全一致的得到游客滿意，這不利于旅游目的地形象的建設(shè)，會降低形象營銷的效果。 故本論文以甘肅省為例，嘗試從游客的視覺來探討旅游目的地在進(jìn)行形象營銷時(shí)應(yīng)注意的問題。本文在對旅游目的地形象營銷及游客滿意度理論進(jìn)行歸納、總結(jié)的基礎(chǔ)上，，首先，系統(tǒng)分析了目前甘肅省旅游目的地形象營銷現(xiàn)狀；然后結(jié)合市場營銷“4P”理論和旅游目的地形象營銷的影響因素，構(gòu)建了旅游目的地形象營銷的游客滿意度測評指標(biāo)體系，并根據(jù)調(diào)查問卷得到的數(shù)據(jù)，對甘肅省旅游目的地形象營銷現(xiàn)狀的游客滿意度進(jìn)行模糊綜合評價(jià)，得出結(jié)論如下：目前，甘肅省旅游目的地形象營銷活動取得了較好的效果，游客對其現(xiàn)狀基本滿意，但仍有很大的提升空間，在營銷活動的各個環(huán)節(jié)也存在著一些問題，特別是在基礎(chǔ)設(shè)施、價(jià)格機(jī)制、形象促銷以及形象營銷的后期管理方面。最后，論文具體探討了旅游管理部門及其利益相關(guān)者針對這些問題應(yīng)做的努力，以期為甘肅省旅游業(yè)的健康快速發(fā)展做出貢獻(xiàn)。
[Abstract]:In recent years, with the rapid development of tourism in China, the image of tourist destination plays an increasingly prominent role in the decision-making and selection of tourists' behavior. Image strategy has become the key to the success of tourist destination in the fierce market competition. At the same time, the study of tourism destination image has also become one of the important topics in academic research, most of which are about the study of tourism destination image cognition, image shaping and image measurement. But the research on the tourism destination image marketing is relatively few. And these studies focus on the tourism resources as the center to plan and promote the image of tourism destination, can not ensure that the image of tourism destination can be completely consistent with the tourist satisfaction, which is not conducive to the construction of the image of tourism destination. Will reduce the effect of image marketing. Therefore, this paper takes Gansu Province as an example to try to discuss the problems that should be paid attention to in the image marketing of tourist destination from the tourist's vision. On the basis of summarizing the theory of tourism destination image marketing and tourist satisfaction, this paper firstly systematically analyzes the present situation of tourism destination image marketing in Gansu Province. Then combining with the "4p" theory of marketing and the influencing factors of tourism destination image marketing, this paper constructs the tourist satisfaction evaluation index system of tourism destination image marketing, and according to the data obtained from the questionnaire, This paper makes a fuzzy comprehensive evaluation on the tourist satisfaction of the present situation of tourism destination image marketing in Gansu Province, and draws the following conclusions: at present, the tourism destination image marketing activities in Gansu Province have achieved good results, and the tourists are basically satisfied with the present situation. However, there is still a lot of room for improvement, and there are some problems in all aspects of marketing activities, especially in infrastructure, price mechanism, image promotion and the later management of image marketing. Finally, the paper discusses the efforts of tourism management department and its stakeholders in order to contribute to the healthy and rapid development of tourism in Gansu province.
【學(xué)位授予單位】：蘭州商學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;F274

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