基于屏蔽理论的山东省滨海城市旅游形象协调治理研究

发布时间：2018-01-16 03:10

本文关键词：基于屏蔽理论的山东省滨海城市旅游形象协调治理研究　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：旅游产业的发展已成为城市发展的重要支柱。所谓城市旅游,就是发生在城市范围内各种旅游休闲活动的总称,是指旅游者在城市中的所有物质与精神消费活动的总和。旅游产业发展在经历了资源驱动、产品驱动、市场和营销驱动之后,已经进入了形象驱动阶段,城市旅游形象已经成为城市旅游品牌塑造的核心要素。然而,城市旅游形象建设存在很多问题,出现“非优区”、“灰度区”、“阴影区”等现象,造成城市之间旅游发展的不平衡,笔者称之为“旅游形象屏蔽”。山东滨海7城市旅游发展极其不平衡,青岛作为山东滨海城市旅游业发展的龙头城市,青岛的滨海旅游占有绝对优势,构成山东滨海旅游的绝对主体,处于领先地位,烟台、潍坊、威海紧随其后,日照、东营和滨州旅游发展相对落后。随着城市旅游业的快速发展,区域间旅游发展水平不平衡成为一种普遍的社会经济现象。本文从形象屏蔽的视角探寻滨海7城市旅游发展不平衡的原因以及程度,希望所做的研究对山东省滨海城市旅游的未来发展,旅游形象的准确定位有一定的参考价值。具体而言,本文主要包括如下4个部分： (1)梳理目前学术界关于城市旅游形象和形象屏蔽的学术观点以及山东省滨海城市旅游研究进展,并且简要概述了旅游形象感知理论、整合营销传播学理论、区位及增长极理论和空间相互作用理论。 (2)旅游形象屏蔽基本理论。界定了城市旅游形象与旅游形象屏蔽的概念。并解析了旅游形象屏蔽产生机制：资源屏蔽、区位屏蔽、认知屏蔽和政府行为屏蔽。在此基础上,将旅游形象屏蔽效应划分为正效应和负效应两个层面,根据屏蔽强度量化屏蔽效应划分为四种类型：极强型、较强型、一般型和微弱型。 (3)尝试构建旅游形象屏蔽效应测算模型。以形象相似度、空间距离、交通密度、游客感知形象四个维度尝试构建了旅游形象效应测算模型公式,即 (4)山东滨海7城市旅游形象屏蔽效应实证研究。以山东省滨海7城市为例,通过对该7城市旅游背景阐述的基础上,并进行广泛的数据调查和分析,利用模型公式，测算出该7城市之间旅游形象屏蔽的程度。在此基础上，提出该7城市旅游形象治理的策略，即差异化治理策略和区域旅游合作策略。然而，囿于笔者本人知识的限制，以及数据收集的难度，本文研究存在了一些不足之处，主要表现为：第一，忽略旅游介体对形象屏蔽的影响，并且从旅游主体和客体角度探求形象屏蔽原因难以全面和深入；第二，，选择济南作为样本客源地，样本量欠缺普遍性，其他客源市场的滨海城市旅游形象屏蔽强度测算有待进一步研究；第三，本文提出的差异化治理策略和区域合作策略尚不够成熟，有待进一步改善。
[Abstract]:The development of tourism industry has become an important pillar of urban development. Tourism industry development has entered the image-driven stage after experiencing resource driven, product driven, market and marketing drive. Urban tourism image has become the core element of urban tourism brand shaping. However, there are many problems in the construction of urban tourism image, such as "non-optimal area", "gray area", "shadow area" and so on. The author calls it "the screen of tourism image", which results in the imbalance of tourism development between cities. Shandong Binhai 7 cities tourism development is extremely unbalanced Qingdao as Shandong coastal city tourism development leading city Qingdao coastal tourism has an absolute advantage and constitutes the absolute main body of Shandong coastal tourism. In the leading position Yantai Weifang Weihai followed by Rizhao Dongying and Binzhou tourism development is relatively backward. With the rapid development of urban tourism. The imbalance of regional tourism development level has become a universal social and economic phenomenon. This paper explores the reasons and extent of tourism development imbalance in coastal seven cities from the perspective of image shielding. It is hoped that the research will have some reference value for the future development of Shandong coastal city tourism and the accurate orientation of tourism image. Specifically, this paper mainly includes the following four parts: 1) combing the academic views on urban tourism image and image shielding and the research progress of coastal city tourism in Shandong province, and briefly summarizing the theory of tourism image perception. Integrated marketing communication theory, location and growth pole theory and spatial interaction theory. 2) the basic theory of tourism image shielding. This paper defines the concept of urban tourism image and tourism image shielding, and analyzes the mechanism of tourism image shielding: resources shielding, location shielding. On this basis, the tourism image shielding effect can be divided into two levels: positive effect and negative effect. According to the shielding intensity quantitative shielding effect can be divided into four types: very strong type and strong type. General and weak. 3) try to construct the model of tourism image shielding effect, and try to construct the model formula of tourism image effect from four dimensions of image similarity, space distance, traffic density and tourists' perceived image, which are four dimensions: image similarity, space distance, traffic density and tourists' perceived image. 4) empirical study on the shielding effect of tourism image in 7 cities of Shandong Binhai. Taking 7 cities of Binhai in Shandong province as an example, based on the tourism background of the 7 cities, this paper makes a wide range of data investigation and analysis. By using the model formula, the degree of tourism image shielding between the seven cities is calculated. On the basis of this, the strategies of tourism image governance in these seven cities are put forward, that is, the differentiated governance strategy and the regional tourism cooperation strategy. However, due to the limitations of the author's own knowledge and the difficulty of data collection, there are some shortcomings in this study. Firstly, ignoring the impact of tourism media on image screening. And it is difficult to explore the reasons of image shielding from the angle of tourism subject and object. Second, Jinan is chosen as the sample destination, the sample size is lack of universality, and the screening intensity of the coastal city tourism image of other tourist market needs further study. Thirdly, the differentiated governance strategy and regional cooperation strategy proposed in this paper are not mature enough and need to be further improved.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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