柳州市旅游形象定位研究

发布时间：2018-01-13 13:01

本文关键词：柳州市旅游形象定位研究　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,随着中国经济的飞速发展和人民生活水平的不断提高,人们休闲、消费的主要方式已经逐渐变成了旅游。旅游业作为中国第三产业的支柱产业之一,正引起各级政府的高度重视和全社会的广泛关注。柳州旅游业的发展这几年也进入了一个快速发展的新阶段。同时,我们还应清晰的认识到,在国内和国际旅游业竞争日益激烈的今天,柳州市的旅游业要想立于不败之地,只有内强素质、外塑形象,努力将城市鲜明的旅游形象打造成为城市旅游的金字招牌。与桂林、西安、深圳、上海、北京等旅游形象定位比较成功的城市相比,柳州市的旅游形象还不够鲜明,吸引力还不够,没有形成品牌效应,这大大影响了柳州成为广西乃至西南地区、全国重要的旅游目的地的目标,严重制约了柳州市旅游业的发展与壮大。本文以柳州市旅游形象定位作为研究对象,在借鉴城市旅游形象定位相关理论研究基础上,依据柳州市旅游局的相关资料,通过对当地调研和问卷调查展开系统研究；特别是本文从来访柳州的国内外旅游者角度对柳州市旅游形象现状进行了全面、深入、细致的剖析,综合运用文献法、归纳法、统计法、分析法等方法,找出了目前柳州市旅游形象定位存在的不足,为柳州市旅游形象定位提供了现实依据；在此基础上,本文综合分析了柳州市旅游形象定位的资源依据、市场依据、理论依据和政策依据,进而导出柳州市旅游形象定位的关键词,通过比较分析,综合筛选,最终提出适合柳州市的旅游形象定位口号；最后根据柳州市旅游业发展的实际情况,结合国内外其他城市先进成熟的旅游形象推广经验,重点阐述柳州市旅游形象的推广策略。通过深入细致研究,本文将柳州市旅游形象总体定位为：“风情之都”,并提出“风情之都、魅力柳州”的柳州市旅游形象定位口号,并试图帮助柳州市设计一个特色鲜明、品牌突出、可持续发展的城市旅游形象,为柳州市旅游业的快速发展,为柳州市的经济社会建设贡献智慧。
[Abstract]:In recent years, with the rapid development of China's economy and the continuous improvement of people's living standards, the main way of people's leisure and consumption has gradually become tourism. Tourism is one of the pillar industries of China's tertiary industry. Liuzhou tourism development has entered a new stage of rapid development in recent years. At the same time, we should also clearly understand. In the domestic and international tourism competition is increasingly fierce today, the tourism industry in Liuzhou want to remain invincible, only internal strong quality, external plastic image. Strive to make the city's distinct tourism image become the gold-lettered signboard of urban tourism. Compared with Guilin, Xi'an, Shenzhen, Shanghai, Beijing and other cities with relatively successful tourism image positioning. Liuzhou's tourism image is not bright enough, the attraction is not enough, has not formed the brand effect, this has greatly affected the Liuzhou becomes the Guangxi and even the southwest area, the national important tourist destination goal. Seriously restricted the development and expansion of tourism in Liuzhou. This paper takes the tourism image positioning of Liuzhou as the research object, on the basis of reference to the theory of tourism image positioning in Liuzhou. According to the relevant information of Liuzhou Tourism Bureau, through the local investigation and questionnaire to carry out a systematic study; In particular, from the point of view of domestic and foreign tourists visiting Liuzhou, this paper makes a comprehensive, in-depth and detailed analysis of the tourism image of Liuzhou, and comprehensively applies the methods of literature, induction, statistics, analysis and so on. This paper finds out the shortcomings of the tourism image positioning in Liuzhou at present, and provides the realistic basis for the tourism image positioning in Liuzhou. On this basis, this paper comprehensively analyzes the resource basis, market basis, theoretical basis and policy basis of Liuzhou tourism image positioning, and then derives the key words of Liuzhou tourism image positioning, through comparative analysis. Comprehensive screening, finally put forward suitable for Liuzhou city tourism image positioning slogan; Finally, according to the actual situation of tourism development in Liuzhou, combined with the advanced and mature tourism image promotion experience of other cities at home and abroad, this paper focuses on the promotion strategy of tourism image in Liuzhou. In this paper, the overall positioning of the tourism image of Liuzhou is as follows: "the capital of customs", and put forward the slogan of "the capital of customs, charm of Liuzhou", and try to help Liuzhou to design a distinctive feature. The outstanding brand and sustainable development of the city tourism image, for the rapid development of tourism in Liuzhou, for the economic and social construction of Liuzhou contributed wisdom.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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