拉萨旅游形象传播策略分析

发布时间：2018-03-31 07:02

本文选题：拉萨　切入点：旅游形象　出处：《东北师范大学》2014年硕士论文

【摘要】：旅游地形象是每一个以旅游为产业的城市必须注重的问题，旅游地形象的好坏是任何一个旅游城市是否能吸引游客的主导因素，而对旅游形象的宣传就成了重中之重。因此目前你无论是国内还是世界其他旅游城市，开始将旅游地形象设计旅游地形象传播从过去相对比较单一的宣传和促销方式中分离出来，进行专门的形象策划。它分为两个部分，一个是形象设计，另一个是形象传播。这是两个相对传统的设计和宣传来讲比较独立的子系统。众所周知，一个再好的产品，无论具有多大的优点，如果没有好的宣传是无法达到设计生产目的的。城市形象一样，在经过包装设计之后，如果不能借助媒介加以传播，，就无法实现对城市旅游形象策划的根本目标。所以，旅游城市形象传播是形象设计的必要后续手段，他们是一体化的。故而讨论用于传播城市旅游形象的一般策略，特别是传播城市旅游形象的新兴传播媒介，具有重要意义。本文从拉萨出发，以城市旅游为基础分析了拉萨市城市旅游形象的传播策略。全文共分为5部分，其中重点是3、4部分。第1部分为绪论。阐述了论文的研究背景和意义,确定了研究的目标和方法体系，构建了论文研究的逻辑框架以及国内外对城市旅游形象传播的研究现状。第2部分为拉萨城市旅游形象现状与分析。在详细辨析城市旅游形象概念的基础上，分析和研究了拉萨城市旅游形象的现状及提升形象的策略。第3部分为拉萨旅游形象传播策略现状与分析。在分析拉萨旅游形象传播策略现状基础上研究了旅游形象传播的当下状态及存在问题。第4部分为提升拉萨旅游形象传播策略。主要讲述了提升拉萨旅游形象传播的一些策略。第5部分为结语。对全文进行总结，提出作者自己的观点，对拉萨市城市旅游的未来进行展望。
[Abstract]:Tourism destination image is a problem that every city with tourism as its industry must pay attention to. The quality of tourist destination image is the leading factor whether any tourist city can attract tourists. And the publicity of the tourist image has become the top priority. Therefore, at present, whether you are domestic or other tourist cities around the world, Began to separate tourist destination image design from the relatively simple publicity and promotion methods in the past, and carried out special image planning. It is divided into two parts, one is image design, The other is image communication. These are two relatively independent subsystems in terms of traditional design and publicity. As we all know, no matter how good a product is, no matter how good it is, It is impossible to achieve the purpose of design and production without good publicity. As in the case of city image, after packaging design, if the media are not used to spread it, the fundamental goal of urban tourism image planning can not be realized. The communication of tourism city image is the necessary follow-up means of image design, and they are integrated. Therefore, it is of great significance to discuss the general strategy used to spread the image of city tourism, especially the emerging media of spreading the image of city tourism. Starting from Lhasa, this paper analyzes the communication strategy of Lhasa's urban tourism image based on urban tourism. The paper is divided into five parts, the emphasis of which is three parts and four parts. The first part is the introduction. Having identified the objectives and methodological system of the study, The paper constructs the logical frame of the thesis and the present situation of the research on the urban tourism image communication at home and abroad. The second part is the present situation and analysis of the urban tourism image in Lhasa. On the basis of the detailed analysis of the concept of the urban tourism image, This paper analyzes and studies the present situation of Lhasa city tourism image and the strategy of promoting the image. The third part is the present situation and analysis of Lhasa tourism image communication strategy. On the basis of analyzing the present situation of Lhasa tourism image communication strategy, this paper studies tourism. The fourth part is the strategy of promoting Lhasa tourism image communication. It mainly describes some strategies to promote Lhasa tourism image communication. The fifth part is the conclusion. The author puts forward his own point of view and looks forward to the future of Lhasa city tourism.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F592.7

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