基于游客满意度的甘肃省旅游目的地形象营销策略研究

发布时间：2018-05-26 15:57

本文选题：甘肃省 + 形象营销　；参考：《兰州商学院》2014年硕士论文

【摘要】：近些年来，随着我国旅游业的快速发展，旅游目的地形象在旅游者的行为决策和选择中所起的作用日益突出，“形象策略”已经成为旅游目的地在激烈的客源市场竞争中取得胜利的关键。同时，旅游目的地形象的研究也成为学术界研究的重要课题之一，其中大多数是关于旅游目的地形象认知、形象塑造、形象测量的研究，而关于旅游目的地形象营销的研究相对较少。且这些研究着重以旅游资源为中心来策划和推广旅游目的地形象，无法保证旅游地形象能够完全一致的得到游客满意，这不利于旅游目的地形象的建设，会降低形象营销的效果。故本论文以甘肃省为例，尝试从游客的视觉来探讨旅游目的地在进行形象营销时应注意的问题。本文在对旅游目的地形象营销及游客满意度理论进行归纳、总结的基础上，，首先，系统分析了目前甘肃省旅游目的地形象营销现状；然后结合市场营销“4P”理论和旅游目的地形象营销的影响因素，构建了旅游目的地形象营销的游客满意度测评指标体系，并根据调查问卷得到的数据，对甘肃省旅游目的地形象营销现状的游客满意度进行模糊综合评价，得出结论如下：目前，甘肃省旅游目的地形象营销活动取得了较好的效果，游客对其现状基本满意，但仍有很大的提升空间，在营销活动的各个环节也存在着一些问题，特别是在基础设施、价格机制、形象促销以及形象营销的后期管理方面。最后，论文具体探讨了旅游管理部门及其利益相关者针对这些问题应做的努力，以期为甘肃省旅游业的健康快速发展做出贡献。
[Abstract]:In recent years, with the rapid development of tourism in China, the image of tourist destination plays an increasingly prominent role in the decision-making and selection of tourists' behavior. Image strategy has become the key to the success of tourist destination in the fierce market competition. At the same time, the study of tourism destination image has also become one of the important topics in academic research, most of which are about the study of tourism destination image cognition, image shaping and image measurement. But the research on the tourism destination image marketing is relatively few. And these studies focus on the tourism resources as the center to plan and promote the image of tourism destination, can not ensure that the image of tourism destination can be completely consistent with the tourist satisfaction, which is not conducive to the construction of the image of tourism destination. Will reduce the effect of image marketing. Therefore, this paper takes Gansu Province as an example to try to discuss the problems that should be paid attention to in the image marketing of tourist destination from the tourist's vision. On the basis of summarizing the theory of tourism destination image marketing and tourist satisfaction, this paper firstly systematically analyzes the present situation of tourism destination image marketing in Gansu Province. Then combining with the "4p" theory of marketing and the influencing factors of tourism destination image marketing, this paper constructs the tourist satisfaction evaluation index system of tourism destination image marketing, and according to the data obtained from the questionnaire, This paper makes a fuzzy comprehensive evaluation on the tourist satisfaction of the present situation of tourism destination image marketing in Gansu Province, and draws the following conclusions: at present, the tourism destination image marketing activities in Gansu Province have achieved good results, and the tourists are basically satisfied with the present situation. However, there is still a lot of room for improvement, and there are some problems in all aspects of marketing activities, especially in infrastructure, price mechanism, image promotion and the later management of image marketing. Finally, the paper discusses the efforts of tourism management department and its stakeholders in order to contribute to the healthy and rapid development of tourism in Gansu province.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F274

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