【摘要】： 國(guó)家統(tǒng)計(jì)局統(tǒng)計(jì)結(jié)果表明:2006年,我國(guó)入境旅游達(dá)到12494.21萬人次,旅游外匯收入達(dá)到339.49億美元,國(guó)內(nèi)旅游13.94億人次,旅游收入6229.74億元,國(guó)際國(guó)內(nèi)旅游總收入達(dá)到了8935.48億元①,我國(guó)仍然是世界上第四大入境旅游接待國(guó)、世界上最大的國(guó)內(nèi)旅游市場(chǎng)和亞洲第一大出境旅游市場(chǎng)。這一切都表明,我國(guó)旅游業(yè)經(jīng)過幾十年的快速發(fā)展取得了巨大的成就,同時(shí)也說明今后旅游業(yè)的發(fā)展將更加迅速,旅游目的地之間的競(jìng)爭(zhēng)將更加激烈。目前,許多旅游地政府都將旅游業(yè)作為支柱產(chǎn)業(yè)和重要產(chǎn)業(yè)大力扶持,旅游目的地的建設(shè)、運(yùn)營(yíng)成為各地刺激經(jīng)濟(jì)增長(zhǎng)的重要工作內(nèi)容之一。為了在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地,各旅游目的地竭盡全力進(jìn)行各種宣傳促銷。近幾年,影視劇在塑造現(xiàn)代消費(fèi)者行為方面起著越來越重要的作用,尤其在旅游消費(fèi)領(lǐng)域,這種現(xiàn)象更加明顯。由于電影、電視劇的熱播而使旅游目的地旅游接待人數(shù)迅速激增的例子比比皆是。影視作品對(duì)旅游目的地的營(yíng)銷作用受到了旅游業(yè)各界人士的關(guān)注,旅游目的地影視營(yíng)銷成為國(guó)內(nèi)外理論研究的新熱點(diǎn),然而目前的研究成果不多。在影視營(yíng)銷的影響方面,有些專家或?qū)W者已經(jīng)進(jìn)行了充分的論證和深入的研究,但是有關(guān)旅游目的地影視營(yíng)銷的策劃原則、影視營(yíng)銷的應(yīng)用模式以及影視營(yíng)銷的傳播策略等方面,研究工作仍處于探索階段。 本文在綜合了國(guó)內(nèi)外專家、學(xué)者研究成果的基礎(chǔ)上,運(yùn)用文獻(xiàn)綜合研究法、數(shù)據(jù)統(tǒng)計(jì)分析法及案例法,對(duì)旅游目的地影視營(yíng)銷進(jìn)行了系統(tǒng)的研究。首先討論了旅游目的地借助于影視劇營(yíng)銷的內(nèi)涵,分析了旅游目的地影視營(yíng)銷的特征即傳播范圍廣、展現(xiàn)時(shí)間長(zhǎng)、刺激性強(qiáng)、特技效果佳、藝術(shù)魅力久,闡述了旅游目的地借影視營(yíng)銷的發(fā)展歷程和影響;接著探討了旅游目的地影視營(yíng)銷的策劃原則和模式,策劃原則即以文化內(nèi)涵為靈魂、以資源保護(hù)為前提、以明星陣容為后盾、以效益最大化為目標(biāo),模式即指開發(fā)模式、強(qiáng)化模式、創(chuàng)新模式和拓展模式;最后提出了旅游目的地影視營(yíng)銷的傳播策略,即旅游廣告、旅游營(yíng)業(yè)推廣和旅游公關(guān)。
[Abstract]:The statistical results of the National Bureau of Statistics show that in 2006, the number of inbound tourism in China reached 124.9421 million, the foreign exchange income of tourism reached 33.949 billion US dollars, the domestic tourism 1.394 billion people, the tourism income 622.974 billion yuan. The total international and domestic tourism income has reached 893.548 billion yuan, and China is still the fourth largest inbound tourism host country in the world, the largest domestic tourism market in the world and the largest outbound tourism market in Asia. All this shows that after decades of rapid development of tourism in China has made great achievements, but also shows that the future development of tourism will be more rapid, the competition between tourism destinations will be more intense. At present, many tourism governments have made tourism as a pillar industry and an important industry to support, and the construction and operation of tourism destination has become one of the important contents of stimulating economic growth. In order to be invincible in the fierce market competition, all tourist destinations make every effort to promote and promote. In recent years, movies and TV plays an increasingly important role in shaping modern consumer behavior, especially in the field of tourism consumption. The popularity of movies and TV plays has led to a rapid surge in tourist reception at tourist destinations. The role of film and television works in the marketing of tourism destinations has attracted the attention of people from all walks of life in the tourism industry. The film and television marketing of tourism destinations has become a new focus of theoretical research at home and abroad. However, there are few research results at present. In terms of the impact of film and television marketing, some experts or scholars have already conducted sufficient argumentation and in-depth research, but the planning principles of film and television marketing in tourism destinations, The application mode of film and television marketing and the communication strategy of film and television marketing are still in the stage of exploration. Based on the research results of experts and scholars at home and abroad, this paper makes a systematic study on tourism destination film and television marketing by means of comprehensive literature research, data statistical analysis and case law. First of all, it discusses the connotation of tourism destination marketing by means of film and television drama, and analyzes the characteristics of tourism destination film and television marketing, that is, wide spread range, long exhibition time, strong stimulation, good stunt effect, and long artistic charm. This paper expounds the development course and influence of tourism destination through film and television marketing. Then it discusses the planning principles and models of tourism destination film and television marketing. The planning principle is based on cultural connotation, resource protection as the premise, star lineup as the backing, and the maximization of benefits as the goal. The mode refers to the development mode. Strengthening mode, innovating mode and expanding mode; Finally, the paper puts forward the communication strategies of tourism destination film and television marketing, that is, tourism advertising, tourism business promotion and tourism public relations.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F592

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