珲春市旅游形象定位研究

发布时间：2018-01-10 14:13

本文关键词：珲春市旅游形象定位研究　出处：《延边大学》2014年硕士论文　论文类型：学位论文

更多相关文章： 珲春市 旅游业 旅游地 形象定位

【摘要】：中国旅游业已经进入形象驱动的时代,旅游城市吸引旅游者的一个非常关键因素就是树立鲜明独特的旅游地形象,这对提升旅游地的竞争力至关重要。本文以珲春市为研究对象,以前期较为充分的市场调查为基础,依据珲春市统计局发布的统计数据,运用旅游学、旅游地理学、认知地理学等相关学科知识开展研究,研究采用定性与定量相结合的方法。本文首先对珲春市地理文脉和旅游业发展概况进行分析和梳理,目的是充分了解当地历史文化、区域条件、气候条件、交通状况、人口和经济发展等区域自然地理背景和人文地理背景,以及珲春市旅游资源、客源市场、旅游企业的发展概况,进一步提炼出地方特质。之后针对游客进行了市场调查,这一部分是本文的重点。通过调查得出了珲春市在游客心中的本底感知形象、实地感知形象、不良感知形象、整体印象等,并运用因子分析法对16项影响珲春市旅游形象的因子进行分析,最终得出影响珲春市旅游形象的主要因素。珲春市旅游形象定位遵循了这几个方面：一是市场调查,包括问卷中调查的游客旅游动机、吸引因素、旅游景区(点)的知名度、美誉度,还要顾及到游客对珲春旅游形象的“本底感知”和“实地感知”。二是旅游地之间的竞争状况,注重考虑与周边拥有同类单项旅游资源的旅游城市的竞争关系。三是社会经济发展方向,与政府的宏观战略规划结合起来,使旅游形象定位具有较强的可操作性,即体现出珲春市现实特色,也要符合今后的发展方向。基于这些分析,笔者将“体验三疆文化、尽享五国风情、打造东北亚旅游集散中心及著名的休闲养生圣地”作为珲春市的旅游形象定位词,提出了珲春市的形象口号为：“一眼望三疆,线游五国,东北亚之心、休闲养生圣地珲春欢迎您”。
[Abstract]:China's tourism industry has entered the era of image driven. A key factor to attract tourists is to set up distinct and unique tourist destination image, which is very important for improving the competitiveness of tourist destinations.
This paper takes Hunchun city as the research object, by market investigation sufficient preliminary basis, based on the statistical data released by the Hunchun Municipal Bureau of statistics, use of tourism, tourism geography, geography and other related theories of cognitive research, research methods combining qualitative analysis with quantitative analysis.
The overview of the geographical context of Hunchun city and the development of the tourism industry in this paper are analyzed and sorted, to fully understand the local history and culture, regional conditions, weather conditions, traffic conditions, population and economic development of regional natural geographical background and geographical background, and the city of Hunchun tourism resources, tourist market, the development of tourism enterprises, further to extract local characteristics. After a market survey for tourists, this part is the focus of this paper. Through the investigation of Hunchun city in the minds of tourists the background image, field perceived image, perceived bad image, overall impression, and the use of 16 factors affecting Hunchun city tourism image analysis finally, the main factors that affect the tourism image of Hunchun city.
Hunchun city tourism image positioning followed this several aspects: one is the market survey, including the questionnaire survey of tourist motives, attractions, tourism scenic area (spot) visibility, reputation, but also take into account the tourists to Hunchun tourism image "the perception" and "real sense". Two is the tourist destination the competition between the situation, consider the competitive relationship with the same individual tourism resources and the surrounding tourist city. The three is the economic development of the society, combined with the government's macro strategic planning, the tourism image positioning has strong operability, which reflects the reality of Hunchun features, but also conform to the development direction in the future. Based on these analysis, the author will experience three Xinjiang culture, enjoy five style, build the Northeast Asia Tourism Center and the famous resort leisure and health "as the Hunchun city's tourism image positioning, put forward Hunchun city's image slogan is: "look at three Xinjiang, travel five countries, the heart of Northeast Asia, the holy place of leisure and health Hunchun welcome you".

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

【参考文献】