本文選題：旅游景區(qū) + 公共關(guān)系��； 參考：《華中科技大學(xué)》2006年碩士論文

【摘要】： 現(xiàn)代旅游業(yè)風(fēng)生水起,以景區(qū)為主體的市場(chǎng)競(jìng)爭(zhēng)日趨激烈。景區(qū)的公關(guān)傳播活動(dòng)作為一種競(jìng)爭(zhēng)的利器越來(lái)越受到重視。如何利用傳播學(xué)理論去科學(xué)的分析、規(guī)劃景區(qū)公關(guān)行為是一個(gè)值得研究的領(lǐng)域,具有重大的應(yīng)用價(jià)值。本課題主要對(duì)旅游景區(qū)公關(guān)傳播活動(dòng)的作用、方法及傳播策略進(jìn)行了研究,并重點(diǎn)對(duì)景區(qū)公關(guān)傳播活動(dòng)的傳播策略進(jìn)行了深入的探討。全文共分為三章。 第一章提出旅游景區(qū)現(xiàn)存問(wèn)題,并指出研究的目的及意義。就我國(guó)目前大多數(shù)旅游企業(yè)而言,在景區(qū)營(yíng)銷方面仍存在許多問(wèn)題,特別是在對(duì)于推動(dòng)作用較大的公關(guān)活動(dòng)的策劃設(shè)計(jì)和執(zhí)行方面。塑造旅游景區(qū)良好形象,有力打造景區(qū)品牌成為各大旅游景點(diǎn)亟需解決的問(wèn)題。而公關(guān)傳播正是最有效解決問(wèn)題的手段之一。 第二章主要探討公關(guān)傳播對(duì)旅游景區(qū)的主要作用以及旅游景區(qū)公關(guān)傳播方法。公關(guān)傳播的主要作用在于樹立景區(qū)品牌形象以及維系景區(qū)內(nèi)外關(guān)系。除了利用大眾傳媒進(jìn)行景區(qū)公關(guān)傳播外,景區(qū)公關(guān)傳播方法還包括制作宣傳產(chǎn)品、參與各種會(huì)展、網(wǎng)絡(luò)公關(guān)傳播、設(shè)駐外辦事處。 第三章是本文的重點(diǎn),主要對(duì)旅游景區(qū)公關(guān)傳播策略進(jìn)行探討。旅游景區(qū)公關(guān)傳播策略主要包括五種,分別是公共關(guān)系廣告策略、公共關(guān)系專題活動(dòng)策略、媒體事件策略、公關(guān)促銷策略、危機(jī)公關(guān)策略。
[Abstract]:The market competition of scenic spot is becoming more and more fierce. As a competitive weapon, public relations communication activities in scenic spots have been paid more and more attention. How to use the theory of communication to scientifically analyze and plan the public relations behavior of scenic spots is a field worthy of study and has great application value. This paper mainly studies the role, methods and communication strategies of public relations communication activities in scenic spots, and probes into the communication strategies of public relations communication activities in scenic spots. The full text is divided into three chapters. The first chapter puts forward the existing problems of tourist attractions, and points out the purpose and significance of the study. As far as most tourism enterprises in our country are concerned, there are still many problems in the marketing of scenic spots, especially in the planning, design and execution of public relations activities which play an important role in promoting them. To create a good image and brand of scenic spots is an urgent problem to be solved. Public relations communication is one of the most effective means to solve the problem. The second chapter mainly discusses the main role of public relations communication on scenic spots and the methods of public relations communication. The main function of public relations communication lies in setting up the brand image of scenic spot and maintaining the relationship between inside and outside scenic spot. In addition to using mass media to spread public relations in scenic spots, the methods of public relations communication in scenic spots include making propaganda products, participating in various exhibitions, spreading public relations online, and setting up offices abroad. The third chapter is the focal point of this paper, mainly discusses the public relations communication strategy of tourist attractions. There are five kinds of public relations communication strategies, which are public relations advertising strategy, public relations special activity strategy, media event strategy, public relations promotion strategy and crisis public relations strategy.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F592;G206

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 周亞琴;合肥市星級(jí)酒店公共關(guān)系管理現(xiàn)狀與對(duì)策[D];合肥工業(yè)大學(xué);2010年

2 肖紅;歷史文化村鎮(zhèn)旅游公共關(guān)系發(fā)展研究[D];湖南師范大學(xué);2011年

3 趙志磊;旅游危機(jī)管理研究[D];四川師范大學(xué);2012年

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本文編號(hào)：2052342