本文選題：國(guó)際旅游品牌 + 國(guó)際媒體公關(guān)　； 參考：《上海外國(guó)語(yǔ)大學(xué)》2012年碩士論文

【摘要】：旅游業(yè)的日益國(guó)際化，以及在吸引國(guó)內(nèi)游客上日益激烈的競(jìng)爭(zhēng)使得各旅游品牌已不再僅僅滿足于吸引國(guó)內(nèi)游客，紛紛樹(shù)立國(guó)際化的旗幟，投身吸引國(guó)際游客這一藍(lán)海中。我國(guó)越來(lái)越多的城市和景區(qū)打造了樹(shù)立國(guó)際旅游品牌的愿景和戰(zhàn)略，并日益提高到實(shí)施上。越來(lái)越多欲打造國(guó)際旅游品牌的城市和景區(qū)積級(jí)地通過(guò)國(guó)際媒體公關(guān)在國(guó)際上進(jìn)行推廣。 然而在當(dāng)前各城市和景區(qū)打造國(guó)際旅游品牌所進(jìn)行的國(guó)際媒體公關(guān)過(guò)程中存在著諸多的問(wèn)題，如沒(méi)有樹(shù)立或者意識(shí)到國(guó)際媒體公關(guān)意識(shí)，缺乏理論和戰(zhàn)略指導(dǎo)，以及國(guó)際媒體公關(guān)活動(dòng)單一且無(wú)新意，缺乏專題策劃等。 因此，當(dāng)前我國(guó)打造國(guó)際旅游品牌中應(yīng)采用的國(guó)際媒體公關(guān)策略主要包括：首先，樹(shù)立公共關(guān)系意識(shí)；其次，設(shè)立專業(yè)的公共關(guān)系人員和公共關(guān)系部門(mén)；第三，國(guó)際媒體公關(guān)策劃；第四，建立、管理和維護(hù)國(guó)際媒體關(guān)系。 隨著越來(lái)越多的旅游地開(kāi)始打造國(guó)際旅游品牌，其打造過(guò)程中的國(guó)際媒體公關(guān)也日益受到重視和研究。對(duì)于我國(guó)國(guó)際旅游品牌打造中的國(guó)際媒體公關(guān)的研究也將越來(lái)越深入，，出現(xiàn)更多的優(yōu)秀研究成果。并使其得以指導(dǎo)各旅游地在打造國(guó)際旅游品牌的前行之路。
[Abstract]:With the increasing internationalization of tourism and the fierce competition in attracting domestic tourists, tourism brands are no longer satisfied with attracting domestic tourists, and set up international flags one after another to join in the blue sea of attracting international tourists. More and more cities and scenic spots in China have set up the vision and strategy of setting up international tourism brand, and increasingly improve the implementation. More and more cities and scenic spots seeking to build international tourism brand are promoted internationally through international media public relations. However, there are many problems in the process of building international tourism brand in cities and scenic spots, such as not establishing or realizing the awareness of international media public relations, lack of theoretical and strategic guidance. As well as the international media public relations activities single and no new, lack of thematic planning and so on. Therefore, the international media public relations strategy that our country should adopt in building international tourism brand at present mainly includes: first, establish public relations consciousness; secondly, set up professional public relations personnel and public relations department; third, International media PR planning; fourth, the establishment, management and maintenance of international media relations. As more and more tourist destinations begin to build international tourism brands, the international media public relations are paid more and more attention. The research on international media public relations in the process of international tourism brand building in China will be more and more in-depth, and more excellent research results will appear. And make it possible to guide each tourist destination in the building of international tourism brand ahead of the road.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G206;F592

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 向陽(yáng);媒體傳播計(jì)劃的制定與實(shí)施[J];國(guó)際公關(guān);2005年02期

2 王飛飛;;城市品牌境外事件營(yíng)銷攻略[J];國(guó)際公關(guān);2011年03期

3 干勤;跨國(guó)公司拓展海外市場(chǎng)的公共關(guān)系戰(zhàn)略與策略[J];西南民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2001年08期

本文編號(hào)：2050675