本文選題：旅游目的地品牌 + 品牌傳播��； 參考：《西南政法大學(xué)》2013年碩士論文

【摘要】：旅游目的地品牌已成為旅游目的地吸引且區(qū)隔其他目的地的一種市場(chǎng)營(yíng)銷(xiāo)和管理手段，而這種手段的實(shí)施離不開(kāi)其信息的傳播。在目前信息爆炸的碎片信息時(shí)代，旅游目的地品牌傳播是一項(xiàng)成本高、見(jiàn)效慢的工程，因此其品牌信息的傳播是否能在保證營(yíng)銷(xiāo)目標(biāo)完成的前提下，達(dá)到品牌信息傳播的預(yù)期效果，獲得品牌受眾的認(rèn)知和認(rèn)同，從而積累忠誠(chéng)客戶，提升品牌資產(chǎn)顯得尤為重要，也非常艱難。所以，為了更契合受眾心理期待，協(xié)調(diào)傳播過(guò)程中資源利用，爭(zhēng)取用低成本完成高傳播效率，對(duì)于目前旅游目的地品牌傳播的現(xiàn)狀進(jìn)行客觀定量展示分析及對(duì)其傳播效果進(jìn)行評(píng)估，對(duì)旅游目的地品牌傳播中問(wèn)題的發(fā)現(xiàn)及其戰(zhàn)略調(diào)整至關(guān)重要。 本文選取武隆旅游目的地這一具體案例，通過(guò)回顧武隆旅游目的地品牌發(fā)展的歷程，明確其現(xiàn)階段所處品牌生命階段后展開(kāi)研究。從傳播學(xué)的角度，不僅對(duì)傳播主體、傳播內(nèi)容（傳播文本及傳播媒介）、受眾等四個(gè)傳播過(guò)程要素分別進(jìn)行了研究，還對(duì)其最終的傳播效果進(jìn)行了評(píng)估。全文驗(yàn)證了其品牌傳播是否與傳播主體策略和目標(biāo)一致，，調(diào)查了其品牌傳播過(guò)程中受眾的認(rèn)知情況，監(jiān)視了其產(chǎn)品品牌《印象·武隆》公演后的媒體效能，并結(jié)合前幾部分研究分析得出的數(shù)據(jù)及武隆縣年鑒數(shù)據(jù)為依據(jù)，對(duì)武隆品牌傳播的效果進(jìn)行了評(píng)估總結(jié)。 研究主要從武隆旅游目的地品牌的官方網(wǎng)站、品牌受眾兩方面對(duì)武隆目的地品牌傳播進(jìn)行了分析。首先，通過(guò)對(duì)武隆目的地的品牌與老牌云南石林目的地品牌官網(wǎng)對(duì)比分析，找出武隆官網(wǎng)的優(yōu)劣勢(shì)。其次，以官網(wǎng)所匯集的新聞文本為研究對(duì)象，通過(guò)定量分析得出其2012年的傳播藍(lán)圖，驗(yàn)證了其傳播主體的策略和目標(biāo)。最后，對(duì)武隆目的地品牌的內(nèi)部和域外受眾分別進(jìn)行調(diào)查分析。域外受眾從媒體暴露到達(dá)、品牌認(rèn)知記憶、品牌理解認(rèn)同以及行為態(tài)度改變四個(gè)層面展開(kāi)調(diào)查分析，內(nèi)部受眾則著重調(diào)查其武隆品牌的認(rèn)知及其理解認(rèn)同程度。 研究發(fā)現(xiàn)，武隆旅游目的地品牌的域外及內(nèi)部受眾對(duì)于其品牌發(fā)展模式及推介模式持認(rèn)可態(tài)度，域外受眾在旅游后對(duì)品牌的忠誠(chéng)度要高于旅游前，當(dāng)?shù)鼐用駝t表示認(rèn)可當(dāng)?shù)卣畧?zhí)政規(guī)劃能力，并愿意積極配合其品牌推廣，在某種程度上也是目的地品牌傳播的主體。但是現(xiàn)階段的武隆也存在一定的問(wèn)題，如基礎(chǔ)品牌工作與武隆品牌實(shí)際所處階段不相適應(yīng)、老品牌維護(hù)力度不夠、與周邊城市媒體的溝通與合作不到位、武隆目的地品牌產(chǎn)品品牌種類(lèi)重疊影響傳播效果等，筆者也對(duì)這些問(wèn)題給出了具體的解決建議。
[Abstract]:Tourism destination brand has become a marketing and management means to attract and separate other destinations, and the implementation of this means can not be separated from the dissemination of information. In the information age of information explosion, brand communication of tourist destination is a project with high cost and slow effect. It is very important and difficult to achieve the expected effect of brand information dissemination, to gain the brand audience's cognition and identity, to accumulate loyal customers and to promote brand equity. Therefore, in order to better meet the psychological expectations of the audience, coordinate the use of resources in the communication process, and strive to achieve high communication efficiency with low cost, It is very important to analyze the present situation of tourism destination brand communication objectively and quantitatively and evaluate the effect of it. It is very important to find the problems and adjust its strategy in tourism destination brand communication. This paper selects the specific case of Wulong tourism destination, through reviewing the history of Wulong tourism destination brand development, clear its current stage of brand life after the study. From the angle of communication, not only the four elements of communication process, such as the main body of communication, the content of communication (text and media, audience, etc.), but also the final effect of communication are evaluated. The full text verifies whether the brand communication is consistent with the communication subject's strategy and goal, investigates the audience's cognition in the process of brand communication, and monitors the media effectiveness after the performance of the product brand "impression Wulong". Based on the data obtained from the previous studies and the yearbooks of Wulong County, this paper evaluates and summarizes the effect of Wulong brand communication. The research mainly analyzes the brand communication of Wulong destination from two aspects: the official website of Wulong tourism destination brand and the brand audience. Firstly, by comparing the Wulong destination brand with the old Yunnan Shilin destination brand website, we find out the merits and demerits of Wulong official website. Secondly, taking the news text collected by the official website as the research object, through the quantitative analysis to get its communication blueprint in 2012, verified its communication main body's strategy and the goal. Finally, the internal and foreign audience of Wulong destination brand are investigated and analyzed. The foreign audience from the media exposure, brand cognitive memory, brand understanding and identity and behavior attitude change four levels of investigation and analysis, the internal audience focused on its Wulong brand cognition and understanding of the degree of identity. The study found that the overseas and internal audience of Wulong tourist destination brand accepted its brand development model and promotion model, and the overseas audience had higher loyalty to the brand after tourism than before. Local residents said they recognized the local government's governing planning ability, and were willing to actively cooperate with their brand promotion, to a certain extent, the main body of brand communication in the destination. However, at this stage, Wulong also has some problems, such as the fact that the basic brand work does not fit in with the actual stage of the Wulong brand, the maintenance of the old brand is not strong enough, and the communication and cooperation with the media in the surrounding cities are not in place. The author also gives some concrete suggestions to solve these problems.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.7;G206

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