本文選題：城市旅游形象　切入點(diǎn)：濟(jì)南市　出處：《山東大學(xué)》2009年碩士論文

【摘要】： 隨著經(jīng)濟(jì)的發(fā)展、社會(huì)的進(jìn)步、人們觀念的更新,旅游已成為我國(guó)居民消費(fèi)的新熱點(diǎn)。旅游作為一個(gè)產(chǎn)業(yè),正以其特有的旺盛生命力和巨大的市場(chǎng)開(kāi)發(fā)潛力,越來(lái)越顯示出其良好的發(fā)展前景。21世紀(jì),中國(guó)旅游市場(chǎng)進(jìn)入到形象競(jìng)爭(zhēng)時(shí)代。旅游形象的塑造和傳播,在某種程度上意味著經(jīng)濟(jì)效益和市場(chǎng)范圍的擴(kuò)張,它是激發(fā)游客出游的關(guān)鍵驅(qū)動(dòng)因子,是旅游城市的巨大財(cái)富和無(wú)形資產(chǎn)。因此伴隨著旅游城市間競(jìng)爭(zhēng)的日趨激烈,城市旅游形象的塑造與傳播日益引起人們的重視。 在旅游市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天,城市旅游形象是城市的一筆寶貴無(wú)形資產(chǎn),是城市的旅游品牌。而與北京、深圳等旅游形象策劃比較成功的城市相比,濟(jì)南市的旅游形象不夠鮮明突出、吸引力不夠,同時(shí)相關(guān)配套設(shè)計(jì)、宣傳力度等又不充分,這大大影響了濟(jì)南作為省會(huì)城市在國(guó)內(nèi)外游客心中的地位,影響了濟(jì)南市旅游業(yè)的進(jìn)一步發(fā)展,更使?jié)鲜械纳虅?wù)交流、吸引外資工作受到了一定的局限,從而對(duì)本地區(qū)改革開(kāi)放和經(jīng)濟(jì)建設(shè)帶來(lái)一定影響。 本文以濟(jì)南城市旅游形象作為研究對(duì)象,目的在于為濟(jì)南設(shè)計(jì)一個(gè)富有吸引力的旅游形象,以推動(dòng)濟(jì)南旅游業(yè)的發(fā)展。全文主要采用實(shí)證研究方法,依據(jù)旅游地形象策劃的基本理論和方法,對(duì)濟(jì)南旅游形象進(jìn)行系統(tǒng)設(shè)計(jì)。本文具體內(nèi)容如下: 緒論部分主要包括論文的選題意義、國(guó)內(nèi)外城市旅游形象研究進(jìn)展綜述以及主要的研究方法。 第一部分對(duì)城市旅游形象理論進(jìn)行分析,包括城市旅游形象相關(guān)概念分析、城市旅游形象的影響因素與層次體系、對(duì)城市旅游形象系統(tǒng)進(jìn)行了梳理,為下文濟(jì)南城市旅游形象的定位、設(shè)計(jì)以及推廣奠定基礎(chǔ)。 第二部分通過(guò)對(duì)濟(jì)南城市旅游形象定位的背景分析,基于國(guó)內(nèi)游客對(duì)濟(jì)南的城市旅游形象的市場(chǎng)受眾調(diào)查以及對(duì)濟(jì)南市民的調(diào)查,結(jié)合城市旅游形象競(jìng)爭(zhēng)市場(chǎng)分析,最終對(duì)濟(jì)南市的旅游形象定位并提出宣傳口號(hào)。 第三部分在旅游形象定位的基礎(chǔ)上借助人——地環(huán)境認(rèn)知這一基礎(chǔ)理論,從人——地感知形象設(shè)計(jì)、人——人感知形象設(shè)計(jì)以及感知形象設(shè)計(jì)及建設(shè)的重點(diǎn)幾方面進(jìn)行濟(jì)南城市旅游形象設(shè)計(jì),并提出進(jìn)行形象設(shè)計(jì)時(shí)需要注意的環(huán)節(jié)。 第四部分在確定濟(jì)南城市旅游形象策略的前提下,又推出了公關(guān)推廣、網(wǎng)絡(luò)營(yíng)銷、廣告促銷、文化營(yíng)銷等幾個(gè)具體的推廣手段,并希望結(jié)合節(jié)事旅游、會(huì)展旅游這樣的推廣時(shí)機(jī)能夠把濟(jì)南城市旅游形象較好的推廣傳播出去。 最后一部分是本文的結(jié)語(yǔ),總結(jié)概括了全文的主要觀點(diǎn)、結(jié)論。
[Abstract]:With the development of economy, the progress of society and the renewal of people's concept, tourism has become a new hot spot of Chinese residents' consumption. As an industry, tourism is developing with its unique vitality and huge market development potential. More and more shows its good development prospect. In the 21st century, China's tourism market has entered the era of image competition. The shaping and spreading of tourism image, to some extent, means the expansion of economic benefits and market scope. It is the key driving factor to stimulate tourists to travel, and the great wealth and intangible assets of tourist cities, so with the increasingly fierce competition among tourist cities, people pay more and more attention to the shaping and dissemination of urban tourism image. In today's increasingly competitive tourism market, urban tourism image is a valuable intangible asset of a city and a tourist brand of a city. Compared with cities such as Beijing and Shenzhen, where tourism image planning is relatively successful, Jinan's tourism image is not bright enough, not attractive enough, at the same time related supporting design, propaganda and so on are not enough. This has greatly affected the status of Jinan, as the capital city, in the hearts of domestic and foreign tourists. It affects the further development of Jinan's tourism, makes Jinan's business exchange, attracts foreign capital work to be limited, thus brings certain influence to the region's reform and opening up and economic construction. The purpose of this paper is to design an attractive tourism image for Jinan in order to promote the development of Jinan tourism. According to the basic theory and method of tourism destination image planning, this paper designs the tourism image of Jinan systematically. The introduction part mainly includes the significance of the thesis, the research progress and the main research methods of the urban tourism image at home and abroad. The first part analyzes the theory of urban tourism image, including the related concepts of urban tourism image, the influencing factors and hierarchy system of urban tourism image, and combs the system of urban tourism image. For the following Jinan city tourism image positioning, design and promotion laid a foundation. The second part through the background analysis of the positioning of Jinan city tourism image, based on the domestic tourists of Jinan city tourism image market audience survey and Jinan citizens survey, combined with the city tourism image competition market analysis. Finally, the tourism image of Jinan positioning and proposed propaganda slogans. The third part is based on the tourism image positioning, with the help of the basic theory of human-land environment cognition, from the human-land perception image design, The design of the human-human perception image and the key points of the design and construction of the perceived image are carried out in Jinan city tourism image design, and the links needing attention in the image design are put forward. The fourth part, on the premise of determining Jinan city tourism image strategy, introduces several specific promotion methods, such as public relations promotion, network marketing, advertising promotion, cultural marketing and so on, and hopes to combine with festival tourism. Exhibition tourism such as the opportunity to promote Jinan city tourism image is better spread out. The last part is the conclusion of this paper, summing up the main points of view and conclusions.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張莉;城市旅游形象定位研究——以連云港市為例[J];城市;2002年01期

2 張學(xué)榮，，亓名杰;論城市形象建設(shè)[J];城市問(wèn)題;1996年02期

3 郭廷建;城市文化形象塑造[J];城市問(wèn)題;1996年02期

4 金衛(wèi)東;城市旅游形象淺析[J];城市規(guī)劃匯刊;1995年01期

5 聶獻(xiàn)忠;旅游形象建設(shè)與都市旅游業(yè)發(fā)展──以香港、上海為例[J];城市規(guī)劃匯刊;1998年02期

6 鄭遼吉;“城市旅游信息系統(tǒng)”對(duì)樹(shù)立城市旅游形象的作用[J];丹東紡專學(xué)報(bào);2002年04期

7 吳必虎;上海城市游憩者流動(dòng)行為研究[J];地理學(xué)報(bào);1994年02期

8 李宗誠(chéng);薛媛;;影視文化與城市形象傳播[J];電影評(píng)介;2006年20期

9 鄒再進(jìn),胡傳東;形象導(dǎo)向的城市旅游規(guī)劃的基本思路[J];地域研究與開(kāi)發(fā);2003年01期

10 梁海燕;;城市旅游形象塑造與傳播策略[J];福建地理;2005年04期

本文編號(hào)：1677054