符号视角下沈阳市旅游形象的游客感知研究

发布时间：2018-05-27 23:46

本文选题：旅游符号 + 旅游形象　；参考：《沈阳师范大学》2014年硕士论文

【摘要】：随着旅游业的不断发展，旅游业对于城市经济、社会的影响越来越强烈，客源市场竞争已趋于白热化。良好的旅游形象往往会为目的地吸引更多游客，且更加有利于目的地旅游业的可持续发展。所以旅游形象作为旅游目的地评价的重要指标，对旅游目的地树立良好正面的旅游形象，旅游形象进行有效的宣传，以及城市旅游功能开发具有重要作用。沈阳是著名的老工业基地以及历史文化名城，，有着深厚的城市文化积淀。除此之外，沈阳市地理位置优越，经济发达，交通便利，旅游业发展基础雄厚，配套设施齐全，同时伴随着第十二届全国运动会的成功举办，以及国家中心城市的建设，未来沈阳市旅游业发展将进入一个崭新的阶段。本文基于旅游符号学的理论，分析了沈阳市旅游形象，将沈阳市旅游形象细化为文化符号、地标符号、节事符号、标语符号、社会风气符号以及旅游中介符号，在前人研究的基础之上，基于认知-情感模型，运用调查问卷与访谈结合的方式，从游客的角度，调查其对于沈阳市旅游符号的感知情况，研究内容主要包括人口统计特征、认知形象符号感知情况以及情感形象评价等，从而总结出游客之间的感知差异以及导致其感知差异的主要因素，旨在为沈阳市旅游形象的改进与提升提供借鉴。通过对旅游形象游客感知现状进行分析可以发现，目前沈阳市在旅游形象构建及宣传方面仍存在一些问题，主要包括形象单一，特色不突出，内涵不清晰，旅游文化宣传与发展失衡等。由此得出以下结论：首先，各类型符号感知程度存在差异，游客对文化符号的感知较为清晰；其次，游客在符号感知过程中，对于符号的内涵把握不准确，未能体会到其深层含义；第三，沈阳市旅游形象符号游客感知受游客个人因素影响显著，突出表现为年龄、收入、客源地等方面的影响；第四，省内游客对于沈阳市旅游形象符号感知的重点不同，呈分散态势；最后，沈阳市旅游形象受竞争对手形象遮蔽，不利于沈阳市旅游形象宣传营销。结合上述问题，本文提出如下建议：首先，应挖掘符号特色，突显城市文化内涵；其次，要不断完善符号解说系统，提升符号传播有效性；第三，要做好旅游形象宣传与营销，，提升沈阳旅游符号知名度；最后，要构建旅游信息反馈系统，加强游客对于沈阳市形象的正面情感认知。
[Abstract]:With the continuous development of tourism, the impact of tourism on urban economy and society is becoming more and more intense, and the competition of tourist market has become more and more intense. A good tourism image will attract more tourists for the destination and be more conducive to the sustainable development of the destination tourism. Therefore, as an important index of tourism destination evaluation, tourism image plays an important role in establishing a good positive tourism image, effectively propagating tourism image, and developing urban tourism function. Shenyang is a famous old industrial base and historical and cultural city, with a deep accumulation of urban culture. In addition, Shenyang has a superior geographical location, developed economy, convenient transportation, strong foundation for tourism development and complete supporting facilities. At the same time, it is accompanied by the successful holding of the 12th National Games and the construction of the national central city. In the future, Shenyang's tourism industry will enter a new stage. Based on the theory of tourism semiotics, this paper analyzes the tourism image of Shenyang, which is divided into cultural symbols, landmarks, festival symbols, slogan symbols, social atmosphere symbols and tourism intermediary symbols. On the basis of previous studies, based on cognitive-emotion model, using questionnaire and interview, from the perspective of tourists, to investigate the perception of Shenyang tourism symbols, the main content of the study includes demographic characteristics. Cognitive image symbol perception and emotional image evaluation, so as to summarize the differences between tourists and the main factors leading to their perception differences, in order to provide reference for the improvement and promotion of Shenyang tourism image. By analyzing the current situation of tourist perception of tourist image, we can find that there are still some problems in tourism image construction and propaganda in Shenyang, including single image, not prominent characteristics and unclear connotation. The tourism culture propaganda and the development unbalance and so on. The following conclusions are drawn: first, there are differences in the perception of each type of symbols, tourists' perception of cultural symbols is relatively clear; secondly, in the process of symbol perception, tourists have an inaccurate grasp of the connotation of symbols. Third, the tourist perception of Shenyang tourism image symbol is significantly affected by the tourists' personal factors, especially in the aspects of age, income, source of tourists and so on; fourth, The tourists in the province have different emphases on Shenyang's tourism image symbol perception, showing a dispersed situation; finally, Shenyang's tourism image is obscured by competitors' image, which is not conducive to Shenyang's tourism image propaganda and marketing. Combined with the above problems, this paper puts forward the following suggestions: first, we should excavate the characteristics of symbols to highlight the connotation of urban culture; secondly, we should constantly improve the symbol interpretation system to enhance the effectiveness of symbol dissemination; third, It is necessary to promote and market the tourism image and enhance the visibility of Shenyang tourism symbol. Finally, we should build a tourism information feedback system to strengthen the positive emotional cognition of Shenyang image.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【参考文献】