張家川回族自治縣旅游形象設(shè)計與傳播研究
發(fā)布時間：2018-11-12 08:30
【摘要】： 旅游業(yè)目前已經(jīng)進入“處處都是潛在的旅游目的地,人人都是潛在的旅游者”的高速發(fā)展階段。競爭的加劇導(dǎo)致了旅游業(yè)在經(jīng)歷了資源驅(qū)動、產(chǎn)品驅(qū)動后進入形象驅(qū)動的階段,“形象就是實力和財富”。如何策劃鮮明、獨特、富有吸引力的城市旅游形象已成為旅游地占領(lǐng)市場制高點的關(guān)鍵。對于張家川回族自治縣這個處在形象灰度區(qū)的縣而言,設(shè)計和傳播富有競爭力的旅游形象迫在眉睫。 本文在對國內(nèi)外近三十年來關(guān)于旅游形象的研究進行綜述的基礎(chǔ)上,對旅游形象的本質(zhì)和形成過程及其影響因素進行了分析。復(fù)雜性、多元性、動態(tài)性和相對性是對旅游形象本質(zhì)的深刻理解。旅游形象形成過程的動態(tài)性和結(jié)構(gòu)性為定位和塑造旅游形象提供了方向性指導(dǎo)。 本文應(yīng)用旅游學(xué)、旅游地理學(xué)、區(qū)域地理學(xué)、行為地理學(xué)、旅游策劃學(xué)、市場營銷學(xué)、傳播學(xué)等相關(guān)理論,從理論上探討了CIS理論、顧客價值理論、地理空間認知理論和旅游形象之間的關(guān)系。從實踐上對張家川旅游形象進行設(shè)計并確定形象傳播主要途徑。全文內(nèi)容包括以下幾個部分: 第一部分是對城市旅游形象進行設(shè)計和傳播的理論分析。在引入相關(guān)理論基本內(nèi)容的基礎(chǔ)上,分析了其和旅游形象設(shè)計與傳播的關(guān)系,為下文設(shè)計旅游形象提供理論依據(jù)。 第二部分是對張家川進行地方性的研究,包括旅游資源分析、地方文脈分析和對旅游者問卷調(diào)查結(jié)果的分析,從中發(fā)掘張家川旅游的特點。 第三部分是根據(jù)第二部分張家川地方性研究的基礎(chǔ)上,構(gòu)建張家川旅游形象系統(tǒng)。張家川地區(qū)整體旅游形象應(yīng)定位為:絢麗多彩的西北民族第一縣。在總體形象定位的基礎(chǔ)上,進一步提煉出張家川的旅游主題形象的核心理念,即:一級理念:“在那“花兒”盛開的地方”;“隴上避暑勝地——張家川云鳳山景區(qū)”;“夢回大秦——神秘馬家塬”。二級理念:“絲路重鎮(zhèn)上的回族風(fēng)情之鄉(xiāng)”。在此基礎(chǔ)上做了張家川視覺形象設(shè)計和旅游感知形象設(shè)計。第四部分是根據(jù)張家川旅游形象的本身特點,結(jié)合分析傳統(tǒng)傳播媒優(yōu)缺點 的基礎(chǔ)上,提出置入式廣告作為新的傳播手段。把張家川旅游形象的傳播分為:①以新的置入式廣告為先導(dǎo),以傳統(tǒng)媒體廣告為基礎(chǔ)的一個有機的媒體傳播網(wǎng)絡(luò);②旅游紀念品傳播;③專題活動傳播;④大型節(jié)事活動傳播。
[Abstract]:At present, tourism has entered the stage of "everywhere is a potential tourist destination and everyone is a potential tourist". The aggravation of competition leads the tourism industry to enter the stage of image driven after resource driven and product driven. "Image is strength and wealth". How to plan a bright, unique and attractive city tourism image has become the key to the tourist destination occupying the commanding height of the market. For Zhangjiachuan Hui Autonomous County, which is in the grayscale area of image, it is urgent to design and spread a competitive tourism image. On the basis of summarizing the research on tourism image at home and abroad in recent 30 years, this paper analyzes the essence, forming process and influencing factors of tourism image. Complexity, pluralism, dynamics and relativity are the profound understanding of the essence of tourism image. The dynamic and structural characteristics of tourism image formation process provide directional guidance for positioning and shaping tourism image. Based on the theories of tourism, tourism geography, regional geography, behavioral geography, tourism planning, marketing, communication and so on, this paper discusses the CIS theory, customer value theory, and so on. The relationship between Geospatial Cognitive Theory and Tourism Image. From the practice of Zhangjiachuan tourism image design and determine the main ways of image dissemination. The content includes the following parts: the first part is the theoretical analysis of the design and dissemination of urban tourism image. Based on the introduction of relevant theories, this paper analyzes the relationship between tourism image design and communication, and provides theoretical basis for the following design of tourism image. The second part is the local research on Zhangjiachuan, including tourism resources analysis, local context analysis and the analysis of the results of the tourist questionnaire, from which to explore the characteristics of Zhangjiachuan tourism. The third part is based on the second part of Zhangjiachuan local research, build Zhangjiachuan tourism image system. The whole tourism image of Zhangjiachuan area should be positioned as: the first county of the northwest nationality. On the basis of the overall image orientation, the core idea of Zhang Jiachuan's tourism theme image is further refined, that is, the first class idea: "in the place where the flowers are in full bloom", "the summer resort in Longshang-Zhangjiachuan Yunfeng Mountain Scenic spot"; Dream back to the Great Qin Dynasty-the mysterious Ma Jia Yuan. Second level idea: "the hometown of Hui customs and customs on the Silk Road Town." On this basis, the visual image design and tourism perception image design of Zhangjiachuan are done. The fourth part is based on the characteristics of Zhangjiachuan tourism image, combined with the analysis of the advantages and disadvantages of traditional media, put forward placement advertising as a new means of communication. The spread of Zhangjiachuan's tourist image is divided into: 1) an organic media communication network based on traditional media advertising, 1) guided by new placement advertisements; 2) tourism souvenir communication; 3) thematic activities communication; 4) dissemination of large-scale festival events.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592.7
[Abstract]:At present, tourism has entered the stage of "everywhere is a potential tourist destination and everyone is a potential tourist". The aggravation of competition leads the tourism industry to enter the stage of image driven after resource driven and product driven. "Image is strength and wealth". How to plan a bright, unique and attractive city tourism image has become the key to the tourist destination occupying the commanding height of the market. For Zhangjiachuan Hui Autonomous County, which is in the grayscale area of image, it is urgent to design and spread a competitive tourism image. On the basis of summarizing the research on tourism image at home and abroad in recent 30 years, this paper analyzes the essence, forming process and influencing factors of tourism image. Complexity, pluralism, dynamics and relativity are the profound understanding of the essence of tourism image. The dynamic and structural characteristics of tourism image formation process provide directional guidance for positioning and shaping tourism image. Based on the theories of tourism, tourism geography, regional geography, behavioral geography, tourism planning, marketing, communication and so on, this paper discusses the CIS theory, customer value theory, and so on. The relationship between Geospatial Cognitive Theory and Tourism Image. From the practice of Zhangjiachuan tourism image design and determine the main ways of image dissemination. The content includes the following parts: the first part is the theoretical analysis of the design and dissemination of urban tourism image. Based on the introduction of relevant theories, this paper analyzes the relationship between tourism image design and communication, and provides theoretical basis for the following design of tourism image. The second part is the local research on Zhangjiachuan, including tourism resources analysis, local context analysis and the analysis of the results of the tourist questionnaire, from which to explore the characteristics of Zhangjiachuan tourism. The third part is based on the second part of Zhangjiachuan local research, build Zhangjiachuan tourism image system. The whole tourism image of Zhangjiachuan area should be positioned as: the first county of the northwest nationality. On the basis of the overall image orientation, the core idea of Zhang Jiachuan's tourism theme image is further refined, that is, the first class idea: "in the place where the flowers are in full bloom", "the summer resort in Longshang-Zhangjiachuan Yunfeng Mountain Scenic spot"; Dream back to the Great Qin Dynasty-the mysterious Ma Jia Yuan. Second level idea: "the hometown of Hui customs and customs on the Silk Road Town." On this basis, the visual image design and tourism perception image design of Zhangjiachuan are done. The fourth part is based on the characteristics of Zhangjiachuan tourism image, combined with the analysis of the advantages and disadvantages of traditional media, put forward placement advertising as a new means of communication. The spread of Zhangjiachuan's tourist image is divided into: 1) an organic media communication network based on traditional media advertising, 1) guided by new placement advertisements; 2) tourism souvenir communication; 3) thematic activities communication; 4) dissemination of large-scale festival events.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592.7
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