本文選題：紅色旅游　切入點(diǎn)：紅色旅游品牌　出處：《湖南大學(xué)》2013年碩士論文

【摘要】：近年來，紅色旅游作為一種新型主題旅游形式逐漸興起。當(dāng)下紅色旅游市場的發(fā)展，不僅表現(xiàn)為旅游產(chǎn)品的競爭，而且更多地表現(xiàn)為旅游品牌的競爭。產(chǎn)品貴在質(zhì)量，，品牌重在傳播。高品質(zhì)的紅色旅游資源為湖南紅色旅游品牌的形成奠定了良好基礎(chǔ)。湖南紅色旅游品牌要想在激烈的市場競爭中脫穎而出，傳播是關(guān)鍵。如何進(jìn)行有效的品牌傳播，是當(dāng)前湖南紅色旅游產(chǎn)業(yè)面臨的重大課題。本文以品牌傳播理論、體驗(yàn)經(jīng)濟(jì)理論、德弗勒互動模式為理論基礎(chǔ)，展開對湖南紅色旅游品牌傳播現(xiàn)狀的分析，剖析了湖南紅色旅游品牌傳播存在的問題及成因，并提出了湖南紅色旅游品牌傳播的對策。 本文認(rèn)為，湖南紅色旅游的“硬產(chǎn)品”品牌是偉人故里，“軟產(chǎn)品”品牌是紅色旅游服務(wù)，傳播主體是政府、企業(yè)、游客。湖南紅色旅游品牌傳播渠道主要有兩條，一是大眾傳播，二是人際傳播。湖南紅色旅游景點(diǎn)的到訪游客多以“團(tuán)隊(duì)”參訪為主，本地游客占據(jù)絕大部分，出游時間季節(jié)性差異明顯，并表現(xiàn)出明顯的集聚、從眾現(xiàn)象。 目前，湖南紅色旅游品牌傳播也存在不少問題，如傳播內(nèi)容雷同、傳播渠道分散、雙向互動缺乏、地域特色不強(qiáng)等，而品牌意識薄弱、傳播主體缺位、管理權(quán)限分散、反饋機(jī)制不健全、紅色旅游過度市場化等是主要成因。湖南紅色旅游品牌傳播的基本對策，一是確立紅色旅游品牌傳播的差異化定位；二是加強(qiáng)紅色旅游品牌傳播的資源整合；三是建立紅色旅游品牌傳播的互動機(jī)制；四是提升紅色旅游品牌傳播的文化含量。
[Abstract]:In recent years, as a new type of theme tourism, red tourism has gradually risen. The current development of red tourism market is not only the competition of tourism products, but also the competition of tourism brands. High quality red tourism resources have laid a good foundation for the formation of Hunan red tourism brand. Hunan red tourism brand want to stand out in the fierce market competition, Communication is the key. How to carry out effective brand communication is a major issue facing the red tourism industry in Hunan at present. This paper bases on the theory of brand communication, the theory of experience economy, and the interaction model of Defler. This paper analyzes the present situation of Hunan red tourism brand communication, analyzes the existing problems and causes of Hunan red tourism brand communication, and puts forward the countermeasures of Hunan red tourism brand communication. This paper holds that the "hard product" brand of Hunan red tourism is the hometown of the great man, the "soft product" brand is the red tourism service, the main body of communication is the government, the enterprise, the tourist. There are two main channels for the dissemination of Hunan red tourism brand. One is mass communication, the other is interpersonal communication. Most of the red tourist spots in Hunan are visited by "team". The local tourists account for most of them, the seasonal difference of travel time is obvious, and it shows obvious agglomeration and conformity phenomenon. At present, there are many problems in Hunan red tourism brand communication, such as the similarity of communication content, the dispersion of communication channels, the lack of two-way interaction, the lack of regional characteristics, etc., while the brand awareness is weak, the main body of communication is absent, and the authority of management is scattered. The main causes are the imperfect feedback mechanism, excessive marketization of red tourism, etc. The basic countermeasures of Hunan red tourism brand communication are to establish the differentiation orientation of red tourism brand communication, to strengthen the resource integration of red tourism brand communication; The third is to establish the interactive mechanism of red tourism brand communication, and the fourth is to promote the cultural content of red tourism brand communication.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.6;G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉天f

本文編號：1657185