2012年“江西风景独好”旅游推介活动的传播策略和传播效果研究

发布时间：2018-05-05 13:37

本文选题：“江西风景独好” + 传播策略　；参考：《南昌大学》2014年硕士论文

【摘要】：回顾人类传播史，大众传播前进的每一步都与媒介的诞生、发展和融合紧密相随。技术进步为大众媒介更广泛的服务于不同领域创造了条件。运用大众媒介的基本功能，提高传播效果，是社会各领域提高效率、实现目标的必然选择。本文正是在这样的背景下，选择江西省旅游局旅游品牌——“江西风景独好”2012年旅游推介活动为研究对象，分析江西旅游信息传播三种不同类型的传播策略，制作相应的传播效果调查问卷，研究在特定传播目标引导下的传播效果情况，以期对江西旅游推广活动乃至国内旅游品牌的传播有所助益。本文分为四部分：第一部分为绪论部分，介绍江西旅游产业发展情况，概述文章选题的提出，研究的理论和现实意义，，以及主要的研究方法和创新之处。第二部分为第二章，阐述了旅游推介的定义，介绍了“江西风景独好”的旅游品牌，为下文展开研究奠定了基础。第三部分为三、四、五章，通过分析“博动江西”、城市推介会和旅游宣传片三种旅游推介方式各自不同的传播策略，研究不同传播方式的传播效果。通过具体数据说明活动实现了何种传播效果。第四部分为第六章，总结活动实现预期传播效果的途径和经验，分析活动存在的缺陷，使研究结果能为江西旅游推介活动起到借鉴作用。
[Abstract]:Looking back at the history of human communication, every step of mass communication goes hand in hand with the birth, development and integration of media. Technological advances have created conditions for the mass media to serve more widely in different fields. Using the basic function of mass media to improve the communication effect is the inevitable choice to improve the efficiency and achieve the goal in all fields of society. Under this background, this paper chooses Jiangxi Tourism Bureau tourism brand "Jiangxi scenery alone" as the research object, and analyzes three different communication strategies of Jiangxi tourism information dissemination. This paper makes the corresponding questionnaire of communication effect and studies the communication effect under the guidance of specific communication goal in order to help Jiangxi tourism promotion activities and even the dissemination of domestic tourism brands. This paper is divided into four parts: The first part is the introduction, introduces the development of Jiangxi tourism industry, summarizes the topic of the article, the theoretical and practical significance of the study, as well as the main research methods and innovations. The second part is the second chapter, which expounds the definition of tourism promotion, introduces the tourism brand of "Jiangxi scenery alone", and lays a foundation for the following research. The third part is divided into three, four and five chapters, through the analysis of the "Bo to move Jiangxi", city promotion and tourism promotion of the three different modes of communication strategies, to study the spread of different communication methods. Through the specific data to explain what kind of dissemination effect the activity has achieved. The fourth part is the sixth chapter, summing up the ways and experiences of the activities to achieve the expected dissemination effect, analyzing the shortcomings of the activities, so that the results of the study can play a reference role in Jiangxi tourism promotion activities.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【引证文献】