惠州城市旅游形象策划与提升研究

发布时间：2018-05-22 12:17

本文选题：惠州 + 城市旅游形象　；参考：《广西大学》2014年硕士论文

【摘要】：当今社会,城市旅游业的快速发展,旅游产业规模不断扩大以及在国民经济中的地位不断提升,成为许多城市的重要产业甚至是支柱产业。面对竞争激烈的旅游市场,将潜在旅游者转变为现实旅游者,首先要解决的问题是旅游形象的塑造和提升。中小城市大力发展旅游业可以推动城市化进城,实现“旅游赶超发展模式”。惠州是一个以工业经济为主的工业城市,产业发展已进入工业中后期发展阶段,迫切需要大力加快第三产业的发展,尤其是旅游产业。惠州拥有得天独厚的自然资源和人文环境,目前其旅游收入占GDP10%左右。但是,在旅游业产业转型升级时期,惠州城市旅游形象塑造问题是地方政府亟待解决的任务之一。本文选择以惠州城市旅游形象作为研究对象,综合企业识别系统理论、旅游目的地系统理论和整合营销传播理论等相关理论对惠州城市旅游城市形象建设进行深入的探讨。首先,从惠州地理文脉、旅游资源概况、城市旅游形象现状出发,通过实地调研法、统计分析法对惠州城市旅游形象进行具体分析；在此基础上,运用企业形象识别系统、旅游目的地形象系统、整合营销传播理论对惠州城市旅游形象进行总体定位和目标定位,并构建惠州城市旅游形象设计模式。最后,利用整合营销理论提出旅游形象提升的策略。通过本文的研究,得出以下结论： (1)惠州的游客客源市场主要集中在广东省内,以休闲度假、放松心情、亲近大自然为主要目的,游客游后的总体印象较好,但旅游形象的传播主要依靠口碑效应。 (2)惠州旅游形象总体应定位为：休闲旅游度假；目标定位为：港澳台旅游休闲度假基地的境外游客市场、以泛珠三角区域主要大城市作为国内其他省市游客市场和以深圳、东莞、广州组成的重点客源圈为省内游客市场。 (3)惠州旅游形象的提升策略应发挥政府主导作用,旅游企业相配合,居民积极参与,利用整合营销传播以及打造休闲旅游品牌。
[Abstract]:Nowadays, with the rapid development of urban tourism industry, the scale of tourism industry is expanding and the status of tourism industry in the national economy is increasing, which has become an important industry or even a pillar industry in many cities. In the face of the fierce competition of the tourist market, the first problem to solve is to shape and improve the tourism image. The development of tourism in small and medium-sized cities can promote urbanization and realize the mode of tourism catching up and overtaking. Huizhou is an industrial city with the main industrial economy. The industrial development has entered the middle and late stage of industrial development. It is urgent to speed up the development of the tertiary industry, especially the tourism industry. Huizhou is endowed with natural resources and cultural environment, and its tourism income accounts for about 10% of GDP. However, in the period of tourism industry transformation and upgrading, Huizhou city tourism image shaping is one of the urgent tasks for the local government. This article chooses Huizhou city tourism image as the research object, synthesizes the enterprise identification system theory, the tourism destination system theory and the conformity marketing dissemination theory and so on related theories carries on the thorough discussion to the Huizhou city tourism city image construction. First of all, from Huizhou geographical context, tourism resources overview, the status quo of urban tourism image, through field research, statistical analysis of Huizhou city tourism image analysis, on the basis of this, the use of corporate image identification system, The tourism destination image system integrates the marketing communication theory to carry on the overall localization and the goal localization to the Huizhou city tourism image and constructs the Huizhou city tourism image design pattern. Finally, using the integrated marketing theory to put forward the tourism image promotion strategy. Through the research of this paper, the following conclusions are drawn: 1) the tourist source market of Huizhou is mainly concentrated in Guangdong province. The main purpose of Huizhou is to relax, relax and get close to nature. The overall impression of tourists after traveling is good, but the dissemination of tourist image mainly depends on the word-of-mouth effect. (2) the overall tourism image of Huizhou should be located as follows: leisure tourism and vacation; objectives: the overseas tourist market of Hong Kong, Macao and Taiwan tourism and leisure resorts, the major cities in the Pan-Pearl River Delta region as the tourist markets of other provinces and cities in China and Shenzhen, Dongguan, Guangzhou, the key tourist circle for the province's tourist market. 3) the promotion strategy of Huizhou tourism image should play a leading role by government, cooperate with tourism enterprises, participate actively by residents, make use of integrated marketing communication and build leisure tourism brand.
【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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