本文選題：旅游景區(qū) + 景區(qū)品牌塑造��； 參考：《陜西師范大學(xué)》2009年博士論文

【摘要】： 隨著我國旅游業(yè)對(duì)外開放度的提高和市場(chǎng)競(jìng)爭(zhēng)的日益加劇,品牌已成為旅游景區(qū)最重要的競(jìng)爭(zhēng)利器,相關(guān)問題的理論研究逐漸受到學(xué)者的關(guān)注和重視,并已取得了不少研究成果。目前,在景區(qū)品牌塑造理論研究中存的主要問題是:(1)景區(qū)品牌概念體系尚未真正建立起來,對(duì)景區(qū)品牌的內(nèi)涵缺乏深入的分析;(2)多直接借用城市或地區(qū)品牌研究的主要思想,即側(cè)重于景區(qū)形象策劃和營銷分析,較少考慮景區(qū)品牌的特殊性,缺乏從功能到形象的系統(tǒng)化的研究脈絡(luò)。景區(qū)在范圍上比城市或地區(qū)要小得多,其功能性感知顯得尤為突出和重要,這一點(diǎn)在景區(qū)品牌塑造的理論研究和實(shí)踐中并未受到足夠的重視。本文在前人研究成果及相關(guān)理論基礎(chǔ)上,從符號(hào)學(xué)的視角,運(yùn)用歸納演繹、比較分析、案例研究、實(shí)地調(diào)查等方法對(duì)景區(qū)品牌塑造進(jìn)行了較為系統(tǒng)的理論探討,并以西安翠華山景區(qū)為例進(jìn)行了實(shí)證分析。研究的主要內(nèi)容和成果如下: 1.從符號(hào)學(xué)視角出發(fā),以皮爾斯的符號(hào)學(xué)理論為基礎(chǔ),建立景區(qū)品牌三角形,對(duì)景區(qū)品牌進(jìn)行界定和剖析,明確提出景區(qū)品牌的三大構(gòu)成要素;對(duì)包括景區(qū)形象策劃和景區(qū)品牌塑造在內(nèi)的幾組在理論研究和實(shí)踐中容易混淆的概念進(jìn)行了辨析。 2.提出景區(qū)品牌塑造的概念框架,以此展開對(duì)景區(qū)品牌塑造的系統(tǒng)探討。按照這一概念框架,景區(qū)品牌塑造包括兩個(gè)重要部分:景區(qū)塑造和景區(qū)符號(hào)化。景區(qū)塑造的目的在于構(gòu)建和傳遞景區(qū)品牌的核心價(jià)值;景區(qū)符號(hào)化目的在于利用各種符號(hào)改變公眾對(duì)景區(qū)的認(rèn)知。在對(duì)景區(qū)及景區(qū)品牌特殊性分析的基礎(chǔ)上,提出了景區(qū)品牌塑造的主要策略。 3.對(duì)景區(qū)塑造進(jìn)行了探討。從體驗(yàn)視角出發(fā)對(duì)景區(qū)進(jìn)行分析,重點(diǎn)探討了景觀的符號(hào)學(xué)意義和游客景觀符號(hào)解讀機(jī)制。結(jié)合景區(qū)品牌塑造的目標(biāo)和主要策略,提出景區(qū)塑造的基本原則以及景區(qū)概念統(tǒng)領(lǐng)下的景區(qū)塑造模式。最后,就利用符號(hào)建立景區(qū)識(shí)別系統(tǒng)提出相關(guān)策略。 4.對(duì)三種主要類型景區(qū)(自然景區(qū)、人文景區(qū)、主題公園)的塑造分別進(jìn)行了探討,提出三類景區(qū)塑造關(guān)鍵及主要策略。 5.對(duì)景區(qū)符號(hào)化的相關(guān)問題進(jìn)行了探討。從符號(hào)學(xué)視角探討了景區(qū)品牌名稱、標(biāo)志的設(shè)計(jì);提出發(fā)射性景區(qū)形象概念及其構(gòu)建方法,從符號(hào)學(xué)視角對(duì)形象口號(hào)進(jìn)行了研究;提出景區(qū)品牌傳播的幾個(gè)重要原則,構(gòu)建了景區(qū)品牌傳播渠道網(wǎng),對(duì)景區(qū)品牌內(nèi)部、外部傳播渠道及其策略分別進(jìn)行了探討。 6.分析了景區(qū)品牌的支持保障因子。 7.以西安翠華山為例進(jìn)行了實(shí)證研究。 本文試圖在以下方面能夠有所創(chuàng)新: 1.采用一個(gè)新的研究視角。景區(qū)品牌直觀地表現(xiàn)為一個(gè)符號(hào)或符號(hào)群,可以而且應(yīng)該被納入符號(hào)學(xué)研究視野。目前,尚無學(xué)者從符號(hào)學(xué)視角進(jìn)行景區(qū)品牌的相關(guān)研究,本文所進(jìn)行的嘗試具有一定的理論意義。 2.目前,學(xué)界對(duì)景區(qū)品牌尚無統(tǒng)一的界定,對(duì)這一概念缺乏深入的探討和剖析,這在一定程度上影響了景區(qū)品牌化實(shí)踐。本文從符號(hào)學(xué)視角對(duì)景區(qū)品牌進(jìn)行了界定和剖析,在一定程度上澄清了概念上的模糊。對(duì)景區(qū)形象策劃和景區(qū)品牌塑造進(jìn)行了比較和分析,消除了目前理論研究和實(shí)踐中存在的一些誤區(qū)。 3.提出景區(qū)品牌塑造的概念框架,形成從功能到形象的系統(tǒng)研究脈絡(luò),以此概念框架為基礎(chǔ),對(duì)景區(qū)塑造和景區(qū)符號(hào)化分別進(jìn)行了探討,此外,對(duì)景區(qū)品牌的支持保障因子進(jìn)行了簡要的討論。這樣,一個(gè)相對(duì)完整的景區(qū)品牌塑造研究框架初步建立,一定程度上彌補(bǔ)了以往研究中系統(tǒng)性不足的問題。 4.在研究中引入體驗(yàn)觀念,強(qiáng)化了以人為本的理念。目前,在我國景區(qū)建設(shè)與管理中存在的一個(gè)比較嚴(yán)重的問題是缺乏以人為本的經(jīng)營理念。在景區(qū)塑造研究中引入體驗(yàn)觀念,將景區(qū)塑造與游客體驗(yàn)緊密聯(lián)系起來,符合我國景區(qū)發(fā)展的現(xiàn)實(shí)情況,具有一定的針對(duì)性。 景區(qū)品牌塑造是一項(xiàng)系統(tǒng)工程,所涉及的問題很多,因此,相應(yīng)的研究工作量也很大。本文雖然形成了一個(gè)較為系統(tǒng)的研究線索,也展開了相關(guān)的研究,但由于時(shí)間及能力所限,研究還很膚淺,存在許多不足,將在下一步的工作中不斷地探索和完善。
[Abstract]:With the increase of the degree of opening to the outside world and the intensification of the market competition, the brand has become the most important competitive weapon in the tourist attractions. The theoretical research on the related issues has been paid more and more attention by scholars and has obtained a lot of research results. At present, the main problems in the study of the theory of scenic spot brand molding are: (1) The concept system of regional brand has not been really established, and it lacks in-depth analysis of the connotation of scenic spots. (2) the main ideas of the study of the city or regional brand are directly borrowed, that is to focus on the image planning and marketing analysis of the scenic spots, less consideration of the particularity of the scenic spots and lack of systematic research from function to image. The scope of the scope is much smaller than the city or area, and its functional awareness is particularly prominent and important. This point has not received enough attention in the theoretical research and practice of the brand building of scenic spots. On the basis of the previous research achievements and related theories, this paper uses the perspective of Semiotics to make use of inductive deduction, comparative analysis, case study and field study. This paper makes a systematic theoretical discussion on the brand building of scenic spots, and takes the example of Xi'an Cui Huashan scenic spot as an example. The main contents and results are as follows:
1. from the perspective of semiotics, based on Pearce's semiotic theory, the brand triangle of scenic spots is established. The brand of scenic spots is defined and analyzed, and the three elements of the scenic spot brand are put forward. Several groups of concepts which are easily confused in theoretical research and practice are carried out, including the image planning of scenic spots and the brand shaping of scenic spots. Differentiate and analyze.
2. the concept frame of scenic spot brand is put forward to discuss the system of scenic spot brand building. According to this conceptual framework, the brand shaping of scenic spots includes two important parts: scenic spot molding and scenic spot symbolization. The purpose of scenic spots is to construct and transmit the core value of scenic spots; the symbolic purpose of the scenic area is to make use of various kinds of symbols. Symbols change the public's perception of scenic spots. Based on the analysis of the particularity of scenic spots and scenic spots, the main strategies for brand building are put forward.
The 3. is to discuss the scenic spots. From the perspective of experience, this paper analyzes the scenic spots and focuses on the symbolic meaning of the landscape and the interpretation mechanism of the tourist landscape symbols. Set up scenic spot recognition system and put forward relevant strategies.
4., the three main types of scenic spots (natural scenic spots, cultural scenic spots, theme parks) were discussed respectively, and the key points and main strategies of three kinds of scenic spots were put forward.
5. to discuss the related problems of the symbol of scenic spots. From the perspective of semiotics, this paper discusses the name of the scenic spot brand, the design of the logo, the concept of the image of the emissive scenic spot and its construction method, the study of the image slogan from the perspective of semiotics, and the several important principles of the brand communication of scenic spots, and the construction of the network of brand communication channels for scenic spots. The internal and external communication channels and Strategies of scenic spots are discussed respectively.
6. the support factor of the scenic spot brand is analyzed.
7. take the example of Xi'an Cui Huashan as an example.
This article tries to make some innovations in the following aspects:
1. a new research perspective is adopted. Scenic spots are visualized as a symbol or symbol group, which can and should be brought into the field of semiotics. At present, no scholars have studied the brand of scenic spots from the perspective of semiotics. The attempt of this article has certain theoretical significance.
2. at present, there is no unified definition of scenic spots in the academic circles, and the lack of in-depth discussion and analysis of this concept has influenced the brand practice of scenic spots to a certain extent. This paper has defined and analyzed scenic spots from the perspective of semiotics, to a certain extent clarified the vague concept. Comparison and analysis were made to eliminate some misunderstandings existing in theoretical research and practice.
3. the concept frame of scenic spot brand is put forward to form a systematic research context from function to image. Based on the conceptual framework, the construction of scenic spots and the symbolization of scenic spots are discussed respectively. In addition, the support factors of the scenic spots are briefly discussed. A relatively complete framework for the research of scenic spots is made. To some extent, the initial establishment has made up for the lack of systematicness in previous studies.
4. the introduction of experience concept in the study strengthens the concept of people-oriented. At present, a serious problem in the construction and management of scenic spots in China is the lack of people-oriented management concept. The introduction of experience concept in the study of scenic spots is closely linked to the scenic spots in the scenic area, which is in line with the development of the scenic spots in our country. The actual situation has certain pertinence.
The brand building of scenic spots is a systematic project, which involves a lot of problems. Therefore, the corresponding research work is also great. This paper has formed a more systematic research clue and also carried out the related research. However, due to the limitation of time and ability, the research is very superficial and there are many shortcomings, which will be constantly explored in the next step of work. The cable and the perfect.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2009
【分類號(hào)】：F592

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

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相關(guān)博士學(xué)位論文 前2條

1 白翠玲;森林公園旅游品牌塑造研究[D];河北農(nóng)業(yè)大學(xué);2012年

2 馬秋芳;基于符號(hào)傳播學(xué)的區(qū)域旅游地品牌構(gòu)建分析[D];陜西師范大學(xué);2010年

相關(guān)碩士學(xué)位論文 前4條

1 左薇薇;基于符號(hào)感知的上海都市旅游形象研究[D];上海師范大學(xué);2011年

2 顏琳;南昌天香園景區(qū)都市候鳥品牌塑造研究[D];南昌大學(xué);2011年

3 詹書品;江西休閑漁業(yè)發(fā)展問題研究[D];南昌大學(xué);2012年

4 李婷婷;五常市旅游發(fā)展規(guī)劃研究[D];東北農(nóng)業(yè)大學(xué);2012年

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本文編號(hào)：2084342