景德镇城市旅游品牌建设策略研究

发布时间：2017-12-30 19:44

本文关键词：景德镇城市旅游品牌建设策略研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：旅游目的地形象，有时也被简称为旅游形象。近三十年来已成为国际旅游学术界最为流行的研究领域之一，其重要性也被普遍认可。20世纪70年代，国外就开始了旅游形象的研究。近年来景德镇旅游行业发展迅速，特别是2009年以后，景德镇旅游行业蓬勃发展，旅游业已经成为了景德镇发展的重要支柱。景德镇如何凭借自身丰富的文化资源，加大对外形象的宣传，提升对外的形象。以景德镇旅游品牌形象为视点，深入调查游客对景德镇旅游品牌形象的认知情况，来不断完善景德镇的旅游品牌形象。本文以城市旅游品牌建设的相关理论出发，通过分析景德镇现有的旅游资源状况、旅游设施设备、旅游服务、旅游从业人员等各方面的情况，同时结合相关数据进行分析，从而挖掘出了目前景德镇旅游品牌建设中存在的问题，主要有：品牌定位不明确、顾客认同度不高、旅游资源整合度不高等。针对这些问题，本文提出了相应的解决策略，首先要求确定景德镇的旅游品牌定位，既以陶瓷文化和艺术作为景德镇旅游的核心，并且利用多种手段来对景德镇的新品牌进行宣传和推广，使其迅速在人们心目中树立新的形象。其次，通过视觉、听觉等多方面，全方位地整改并塑造景德镇全新的形象以提高顾客对景德镇的认同，最后，还将景德镇现有的旅游资源进行整合，将陶瓷艺术旅游资源进行强推，使其与景德镇传统的陶瓷文化进行互补，使得景德镇的旅游品牌更加丰富，更加有深度。为了有效推进这些策略的实施，本文还提出了相应的实施方案，主要从制度、组织、和投资环境这几个方面进行讨论，一方面要求政府给予相应的保障，，另一方面，也同时提出了相对具体的计划，使得该方案能得到持续、稳定的推行。
[Abstract]:The image of a tourism destination, is also sometimes referred to as tourism image. In the past thirty years has become one of the most popular research fields in international tourism academia, its importance has been widely recognized by.20 in 70s, foreign countries started to study on the tourism image. In recent years the development of the tourism industry of Jingdezhen is very fast, especially after 2009, tourism Jingdezhen industry vigorous development, the tourism industry has become an important pillar of the development of Jingdezhen. Jingdezhen with its rich cultural resources, increase external publicity image, enhance the external image. Taking Jingdezhen tourism brand image as a viewpoint, cognitive and in-depth investigation of tourists to Jingdezhen tourism brand image, to constantly improve the Jingdezhen tourism brand image.
Based on the related theory of city tourism brand construction, through the analysis of the existing situation of Jingdezhen tourism resources, tourism facilities, tourism services, tourism and other aspects of personnel situation, combined with the related data analysis, so as to find out the existing problems in the construction of Jingdezhen tourism brand, mainly include: brand positioning is not clear, customer acceptance is not high, the integration of tourism resources is not high. Aiming at these problems, this paper puts forward the corresponding solutions, first requirements to determine the orientation of the tourism brand of Jingdezhen, both in ceramic art and culture as the core of tourism in Jingdezhen, and the use of various means to a new brand of Jingdezhen to carry out publicity and promotion, so that it quickly establish a new image in the minds of the people. Secondly, through visual, auditory and other aspects, the full range of rectification and shaping a new image in Jingdezhen Improve customer identity of Jingdezhen finally, will Jingdezhen existing tourism resources integration, the resources of Ceramic Art Tourism strong push, and the traditional ceramic culture of Jingdezhen complement each other, make Jingdezhen tourism brand more rich, more depth. In order to effectively promote the implementation of these strategies, this paper also proposed the implementation the corresponding scheme, mainly from the system, organization, and discusses the investment environment of these aspects, on the one hand require the government to give appropriate protection, on the other hand, also made specific plans, the scheme can be sustained, stable implementation.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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