發(fā)布時間：2018-05-21 07:05

  本文選題：山西 + 旅游　； 參考：《遼寧師范大學(xué)》2009年碩士論文

【摘要】： 山西是中華文明的發(fā)祥地之一,悠久的歷史留下眾多的文化遺產(chǎn),博大豐厚,無論種類、數(shù)量還是品位均居全國前列,現(xiàn)已公布的各級文物保護單位近萬處。山西地形地貌復(fù)雜、河流山川眾多,其擁有國家級森林公園18處,國家級自然保護區(qū)4處,國家級風(fēng)景名勝區(qū)5處,具有較高價值的自然旅游資源。然而山西旅游經(jīng)濟的發(fā)展在全國處于落后地位,導(dǎo)致這種狀況的原因,除了客觀存在的自身經(jīng)濟基礎(chǔ)薄弱,旅游業(yè)發(fā)展起步晚等原因,對山西旅游形象認識不足,缺乏對其的深入挖掘,準確定位,從而在旅游形象傳播上表現(xiàn)出許多問題,直接影響了山西旅游經(jīng)濟的持續(xù)健康發(fā)展。因此深入挖掘旅游形象內(nèi)涵,準確定位,拓寬傳播渠道,是山西旅游發(fā)展的重中之重。 本文的研究立足于把理論研究和實證研究、定性分析和定量分析、資料收集和實地調(diào)查結(jié)合起來,對山西旅游形象做了深入的調(diào)查分析。 首先,對山西旅游進行了綜合性分析,了解地理文脈,把握區(qū)域人文背景,進而掌握山西景區(qū)概況。資源是旅游發(fā)展的前提和基礎(chǔ)。對資源有全面準確的認識才能很好的把握資源。 其次分析山西旅游形象調(diào)查,運用了問卷設(shè)計與數(shù)據(jù)搜集,數(shù)據(jù)統(tǒng)計的調(diào)研方法,另外運用MicrosoftExcel軟件技術(shù)編輯整理數(shù)據(jù),同時通過加權(quán)、求和、均值等方法,計算要素總和、比重、等級隸屬度。為了使數(shù)據(jù)分析有效可行,本文采用模糊分析法分析原始數(shù)據(jù),獲得山西省旅游各評價項目的旅游感知和滿意等級隸屬度,運用游客滿意度(CSD)綜合模糊判斷模型,測定游客對山西省的旅游感知滿意度。通過分析滿意度了解山西旅游的優(yōu)缺點,有針對性分析定位。 再次對山西旅游形象的定位,著力突出山西的人文特色,結(jié)合山西地上文物最多和晉商歷史悠久為核心,突出體現(xiàn)文物特色和晉商文化的主打品牌這一理念,山西的旅游形象應(yīng)該定位為“華夏文博館,晉商發(fā)源地”。另外對山西晉北,晉中,晉南三區(qū)分別定位。 最后對山西旅游形象的傳播提出了諸如,廣告策劃,公共策劃,網(wǎng)絡(luò)媒體等諸多可行性建議。
[Abstract]:Shanxi is one of the birthplaces of Chinese civilization, with a long history of leaving numerous cultural heritage, rich, regardless of type, quantity or grade of the forefront of the country, has been announced at all levels of cultural relics protection units nearly ten thousand. Shanxi has 18 national forest parks, 4 national nature reserves and 5 national scenic spots. It has high value natural tourism resources. However, the development of Shanxi's tourism economy is in a backward position in the whole country, which is caused by the fact that, apart from the weakness of its own economic base and the late start of tourism development, the tourism image of Shanxi is not well understood. The lack of deep excavation and accurate positioning of the tourism image shows many problems which directly affect the sustainable and healthy development of Shanxi tourism economy. Therefore, it is the most important for Shanxi tourism development to dig deeply the connotation of tourism image, to locate accurately and to widen the channel of communication. The research of this paper is based on the combination of theoretical and empirical research, qualitative analysis and quantitative analysis, data collection and field investigation, and makes an in-depth investigation and analysis of Shanxi tourism image. First of all, the comprehensive analysis of Shanxi tourism, understand the geographical context, grasp the regional cultural background, and then grasp the general situation of Shanxi scenic area. Resources are the premise and foundation of tourism development. To have a comprehensive and accurate understanding of resources in order to grasp the resources very well. Secondly, the author analyzes the investigation of Shanxi tourism image, using questionnaire design and data collection, data statistics research method, in addition, using MicrosoftExcel software technology to edit and organize the data, at the same time through weighting, summation, mean and other methods to calculate the sum of the elements. Specific gravity, grade membership. In order to make the data analysis effective and feasible, this paper uses the fuzzy analysis method to analyze the original data, obtains the tourism perception and satisfaction grade membership degree of each evaluation item of Shanxi Province, and uses the comprehensive fuzzy judgment model of tourist satisfaction degree (CSD). The satisfaction of tourist perception to Shanxi Province was measured. Through the analysis of satisfaction to understand the advantages and disadvantages of Shanxi tourism, targeted analysis of positioning. Once again, the positioning of Shanxi tourism image, the focus on Shanxi's humanistic characteristics, the combination of Shanxi's most cultural relics on the ground and Shanxi's long history as the core, highlights the concept of embodying the cultural relic characteristics and the main brand of Shanxi merchants' culture. The tourist image of Shanxi should be positioned as "Huaxia Art Museum, the birthplace of Shanxi merchants." In addition, Shanxi Jinbei, Jinzhong, southern Shanxi three regions respectively positioning. Finally, the author puts forward some feasible suggestions such as advertisement planning, public planning, network media and so on.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592.7

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 謝雄輝;新形勢下桂林旅游目的地形象提升及傳播研究[D];華僑大學(xué);2011年

2 張貴興;提升桂林市國內(nèi)旅游地形象的策略研究[D];廣西師范大學(xué);2012年

3 安邦;基于投入產(chǎn)出的山西省旅游業(yè)關(guān)聯(lián)性分析[D];太原科技大學(xué);2012年

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本文編號：1918229