【摘要】：旅游口號(hào)是旅游品牌建設(shè)中的重要環(huán)節(jié)之一,不僅能夠靈活地應(yīng)對(duì)市場(chǎng)需求的變化,還能以生動(dòng)活潑的方式向游客展現(xiàn)旅游目的地的形象和資源�！昂每蜕綎|”、“北京歡迎你”、“七彩云南”等成功的旅游口號(hào)給游客勾畫了一幅幅有關(guān)地區(qū)景色、人文的美好畫卷。但是目前市場(chǎng)上旅游口號(hào)的設(shè)計(jì)和宣傳還存在著諸多不如意的地方,旅游口號(hào)難以真正引起潛在的游客興趣并轉(zhuǎn)化成實(shí)際的購(gòu)買力。本文主要運(yùn)用了內(nèi)容分析法、問(wèn)卷調(diào)查法、比較研究法以及實(shí)證研究法,以“過(guò)濾器-衰減”理論為研究基礎(chǔ)。首先,探討了旅游口號(hào)的概念和功能。其次研究了旅游口號(hào)在傳播過(guò)程中的四大屏障:接觸屏障、認(rèn)知屏障、個(gè)性屏障以及客觀屏障。以“陽(yáng)光海南·度假天堂”海南省旅游口號(hào)為案例進(jìn)行問(wèn)卷調(diào)查,通過(guò)SPSS19.0軟件進(jìn)行信度效度分析、回歸分析、差異性分析,提出了克服四大屏障的途徑。最后,本文研究了如何根據(jù)旅游品牌戰(zhàn)略以及市場(chǎng)環(huán)境的變化及時(shí)科學(xué)地更新旅游口號(hào)。研究得出三個(gè)層面的結(jié)論:首先,旅游口號(hào)的概念和作用。旅游口號(hào)本質(zhì)上是廣告的一種形式,通過(guò)旅游目的地屬性信息的傳遞,引導(dǎo)潛在游客的消費(fèi)行為。旅游口號(hào)具備對(duì)內(nèi)對(duì)外的雙重作用,不僅能夠增強(qiáng)社區(qū)居民的地方認(rèn)同,還能招徠游客,從而在激烈的旅游市場(chǎng)競(jìng)爭(zhēng)中形成比較優(yōu)勢(shì)。其次,旅游口號(hào)的傳播作用機(jī)理。沒(méi)有經(jīng)過(guò)傳播的旅游口號(hào)是沒(méi)有價(jià)值的文字的集合,只有通過(guò)旅游口號(hào)的傳播才能實(shí)現(xiàn)旅游信息的傳遞,引導(dǎo)購(gòu)買行為。旅游口號(hào)的傳播遵循“過(guò)濾器-衰減”原理,要經(jīng)過(guò)接觸屏障、認(rèn)知屏障、個(gè)性屏障和客觀屏障。(1)接觸屏障:絕大部分的省域旅游目的地口號(hào)存在知名度較低的情況,旅游口號(hào)傳播力度不夠。目前游客對(duì)于旅游口號(hào)的了解主要來(lái)源于電視媒體、手機(jī)和互聯(lián)網(wǎng)信息,因此旅游口號(hào)要突破接觸屏障應(yīng)當(dāng)增加旅游口號(hào)的傳播途徑。(2)認(rèn)知屏障:筆者研究了旅游口號(hào)語(yǔ)言特征、認(rèn)知特征、感知度以及作用度四者之間的相關(guān)關(guān)系。語(yǔ)言特征和認(rèn)知特征正向影響人們對(duì)于旅游口號(hào)的感知。旅游口號(hào)的語(yǔ)言特征、感知度與旅游口號(hào)的作用度之間也存在正相關(guān)關(guān)系。因此一個(gè)能夠激發(fā)游客的購(gòu)買行為的旅游口號(hào)在語(yǔ)言特征和認(rèn)知特征上均滿足一定的規(guī)律。(3)個(gè)性屏障:不同的性別、年齡以及學(xué)歷等人口統(tǒng)計(jì)學(xué)的特征影響著人們對(duì)于旅游口號(hào)的感知,行動(dòng)力度也有所不同。想要突破個(gè)性屏障,就需要旅游目的地事先了解自己的旅游客源市場(chǎng),抓住細(xì)分市場(chǎng),針對(duì)細(xì)分市場(chǎng)的特點(diǎn)快速定位。(4)客觀屏障:客觀屏障主要在旅游景區(qū)和游客兩個(gè)方向。從旅游景區(qū)層面上說(shuō),旅游景區(qū)應(yīng)當(dāng)提供與旅游口號(hào)宣傳中相符的服務(wù)和資源,不僅有口號(hào),還應(yīng)當(dāng)有客觀的真實(shí)的物質(zhì)條件供游客消費(fèi),這樣才能增加游客的滿意度。最后,旅游品牌的長(zhǎng)期維護(hù)和變更管理。旅游口號(hào)需要有穩(wěn)定性,但是并不意味著旅游口號(hào)是長(zhǎng)期不變的。旅游目的地需要根據(jù)省級(jí)旅游目的地的旅游品牌戰(zhàn)略以及市場(chǎng)環(huán)境及時(shí)變更。本文的創(chuàng)新點(diǎn)在于借助了“過(guò)濾器-衰減”原理研究了旅游口號(hào)傳播作用機(jī)理,將旅游口號(hào)從設(shè)計(jì)到傳播的過(guò)程進(jìn)行整合分析,并結(jié)合了旅游口號(hào)在發(fā)展過(guò)程中的變更管理的研究,從一個(gè)整體的視角去研究旅游口號(hào),以期為省級(jí)旅游目的地旅游口號(hào)的創(chuàng)建提供科學(xué)依據(jù)。
[Abstract]:Tourism slogans are one of the important links in the construction of tourism brands. They can not only flexibly cope with the changes of market demand, but also vividly display the image and resources of tourist destinations to tourists. However, there are still many unsatisfactory aspects in the design and propaganda of tourism slogans in the market at present. Tourism slogans can not really arouse the interest of potential tourists and transform into actual purchasing power. Based on the "filter-attenuation" theory, this paper first discusses the concept and function of tourism slogans. Secondly, it studies the four barriers of tourism slogans: contact barrier, cognitive barrier, personality barrier and objective barrier. Through SPSS19.0 software reliability and validity analysis, regression analysis, difference analysis, put forward the way to overcome the four barriers. Finally, this paper studies how to update tourism slogans scientifically and timely according to the changes of tourism brand strategy and market environment. Slogans are essentially a form of advertising, which can guide potential tourists'consumption behavior through the transmission of attribute information of tourist destinations. Tourism slogans have dual functions both at home and abroad, which can not only enhance the local identity of community residents, but also attract tourists, thus forming a comparative advantage in the fierce competition in the tourism market. Tourism slogans are the collection of worthless words. Only through the spread of tourism slogans can the transmission of tourism information be realized and the purchase behavior be guided. (1) Contact barrier: most of the provincial tourism destination slogans have low popularity, and tourism slogans are not disseminated effectively. At present, tourists'understanding of tourism slogans mainly comes from television media, mobile phones and Internet information. Therefore, to break through the contact barrier, tourism slogans should increase the transmission channels of tourism slogans. Knowledge barrier: The author studies the relationship among the linguistic features, cognitive features, perception and function of tourism slogans. Language features and cognitive features have a positive impact on people's perception of tourism slogans. Tourism slogans which can stimulate tourists'purchasing behavior satisfy certain rules in both linguistic and cognitive characteristics. (3) Personality barrier: Different demographic characteristics such as gender, age and educational background affect people's perception of tourism slogans, and the degree of action is also different. (4) Objective barrier: the objective barrier is mainly in the tourist attractions and tourists two directions. From the tourist attractions level, tourist attractions should provide services and resources consistent with the tourism slogan propaganda, not only slogans, but also should be. Finally, the long-term maintenance and change management of tourism brand. Tourism slogans need to be stable, but does not mean that tourism slogans are long-term unchanged. Tourism destinations need to be based on the provincial tourism destination brand strategy and city. The innovation of this paper is to study the mechanism of tourism slogan communication with the aid of the filter-attenuation principle, to integrate the process of tourism slogan from design to dissemination, and to study the tourism slogan from a holistic perspective combined with the research on the change management of tourism slogan in the development process. In order to provide a scientific basis for the establishment of tourism slogans at provincial tourism destinations.
【學(xué)位授予單位】：西安外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.7

【參考文獻(xiàn)】

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本文編號(hào)：2224314