本文選題：旅游符號 + 旅游形象�。� 參考：《沈陽師范大學》2014年碩士論文

【摘要】：隨著旅游業(yè)的不斷發(fā)展，旅游業(yè)對于城市經(jīng)濟、社會的影響越來越強烈，客源市場競爭已趨于白熱化。良好的旅游形象往往會為目的地吸引更多游客，且更加有利于目的地旅游業(yè)的可持續(xù)發(fā)展。所以旅游形象作為旅游目的地評價的重要指標，對旅游目的地樹立良好正面的旅游形象，旅游形象進行有效的宣傳，以及城市旅游功能開發(fā)具有重要作用。沈陽是著名的老工業(yè)基地以及歷史文化名城，，有著深厚的城市文化積淀。除此之外，沈陽市地理位置優(yōu)越，經(jīng)濟發(fā)達，交通便利，旅游業(yè)發(fā)展基礎雄厚，配套設施齊全，同時伴隨著第十二屆全國運動會的成功舉辦，以及國家中心城市的建設，未來沈陽市旅游業(yè)發(fā)展將進入一個嶄新的階段。 本文基于旅游符號學的理論，分析了沈陽市旅游形象，將沈陽市旅游形象細化為文化符號、地標符號、節(jié)事符號、標語符號、社會風氣符號以及旅游中介符號，在前人研究的基礎之上，基于認知-情感模型，運用調(diào)查問卷與訪談結(jié)合的方式，從游客的角度，調(diào)查其對于沈陽市旅游符號的感知情況，研究內(nèi)容主要包括人口統(tǒng)計特征、認知形象符號感知情況以及情感形象評價等，從而總結(jié)出游客之間的感知差異以及導致其感知差異的主要因素，旨在為沈陽市旅游形象的改進與提升提供借鑒。 通過對旅游形象游客感知現(xiàn)狀進行分析可以發(fā)現(xiàn)，目前沈陽市在旅游形象構(gòu)建及宣傳方面仍存在一些問題，主要包括形象單一，特色不突出，內(nèi)涵不清晰，旅游文化宣傳與發(fā)展失衡等。由此得出以下結(jié)論：首先，各類型符號感知程度存在差異，游客對文化符號的感知較為清晰；其次，游客在符號感知過程中，對于符號的內(nèi)涵把握不準確，未能體會到其深層含義；第三，沈陽市旅游形象符號游客感知受游客個人因素影響顯著，突出表現(xiàn)為年齡、收入、客源地等方面的影響；第四，省內(nèi)游客對于沈陽市旅游形象符號感知的重點不同，呈分散態(tài)勢；最后，沈陽市旅游形象受競爭對手形象遮蔽，不利于沈陽市旅游形象宣傳營銷。 結(jié)合上述問題，本文提出如下建議：首先，應挖掘符號特色，突顯城市文化內(nèi)涵；其次，要不斷完善符號解說系統(tǒng)，提升符號傳播有效性；第三，要做好旅游形象宣傳與營銷，，提升沈陽旅游符號知名度；最后，要構(gòu)建旅游信息反饋系統(tǒng)，加強游客對于沈陽市形象的正面情感認知。
[Abstract]:With the continuous development of tourism, the impact of tourism on urban economy and society is becoming more and more intense, and the competition of tourist market has become more and more intense. A good tourism image will attract more tourists for the destination and be more conducive to the sustainable development of the destination tourism. Therefore, as an important index of tourism destination evaluation, tourism image plays an important role in establishing a good positive tourism image, effectively propagating tourism image, and developing urban tourism function. Shenyang is a famous old industrial base and historical and cultural city, with a deep accumulation of urban culture. In addition, Shenyang has a superior geographical location, developed economy, convenient transportation, strong foundation for tourism development and complete supporting facilities. At the same time, it is accompanied by the successful holding of the 12th National Games and the construction of the national central city. In the future, Shenyang's tourism industry will enter a new stage. Based on the theory of tourism semiotics, this paper analyzes the tourism image of Shenyang, which is divided into cultural symbols, landmarks, festival symbols, slogan symbols, social atmosphere symbols and tourism intermediary symbols. On the basis of previous studies, based on cognitive-emotion model, using questionnaire and interview, from the perspective of tourists, to investigate the perception of Shenyang tourism symbols, the main content of the study includes demographic characteristics. Cognitive image symbol perception and emotional image evaluation, so as to summarize the differences between tourists and the main factors leading to their perception differences, in order to provide reference for the improvement and promotion of Shenyang tourism image. By analyzing the current situation of tourist perception of tourist image, we can find that there are still some problems in tourism image construction and propaganda in Shenyang, including single image, not prominent characteristics and unclear connotation. The tourism culture propaganda and the development unbalance and so on. The following conclusions are drawn: first, there are differences in the perception of each type of symbols, tourists' perception of cultural symbols is relatively clear; secondly, in the process of symbol perception, tourists have an inaccurate grasp of the connotation of symbols. Third, the tourist perception of Shenyang tourism image symbol is significantly affected by the tourists' personal factors, especially in the aspects of age, income, source of tourists and so on; fourth, The tourists in the province have different emphases on Shenyang's tourism image symbol perception, showing a dispersed situation; finally, Shenyang's tourism image is obscured by competitors' image, which is not conducive to Shenyang's tourism image propaganda and marketing. Combined with the above problems, this paper puts forward the following suggestions: first, we should excavate the characteristics of symbols to highlight the connotation of urban culture; secondly, we should constantly improve the symbol interpretation system to enhance the effectiveness of symbol dissemination; third, It is necessary to promote and market the tourism image and enhance the visibility of Shenyang tourism symbol. Finally, we should build a tourism information feedback system to strengthen the positive emotional cognition of Shenyang image.
【學位授予單位】：沈陽師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7

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