桂林旅游地形象的重构及传播

发布时间：2018-06-01 10:44

本文选题：桂林 + 旅游地形象　；参考：《中南大学》2014年硕士论文

【摘要】：随着旅游业日趋激烈的竞争所产生的旅游地形象问题越来越引起业界和学界的关注。旅游目的地形象重构既是一个复杂的理论问题,更是一个严肃的实践课题。即使是像桂林这样的老牌旅游目的地城市,也难以在这场激烈的竞争中独善其身。因此,选择桂林市作为研究对象,从传播学的角度探讨其形象重构及传播问题,不仅是重振桂林旅游雄风的需要,也对其他新老旅游目的地城市建设具有示范意义。本文基于对桂林市的实地调查、文献研究和理论分析,发现桂林作为国际知名的旅游目的地城市,在旅游地形象建构及传播方面存在着旅游地形象模糊、传播观念陈旧、传播内容单一等等不足之处。针对这些问题,本文通过形象定位及形象策划要素的设计,重构桂林旅游目的地形象,同时从媒体传播、公关活动传播和人际传播的角度提出了加强桂林旅游目的地形象传播的策略。尽管这些研究结论经过了作者前期广泛的调研和后期的再三斟酌,期望对于提振我国旅游业特别是打造像桂林这样的老牌旅游城市形象具有借鉴意义,但是作者深知,自己对于这个课题的研究尚处起步阶段,继续深入地研究仍十分有必要。
[Abstract]:With the fierce competition of tourism, the image of tourist destination has attracted more and more attention. The reconstruction of tourist destination image is not only a complicated theoretical problem, but also a serious practical subject. Even established tourist destination cities like Guilin are struggling to escape the fierce competition. Therefore, selecting Guilin City as the object of study and discussing its image reconstruction and communication from the angle of communication is not only the need to revive Guilin tourism style, Based on the field investigation, literature research and theoretical analysis of Guilin, it is found that Guilin is an internationally famous tourist destination city. In the aspect of image construction and communication of tourist destination, there are some shortcomings such as vague image of tourist destination, outmoded concept of communication, single content and so on. Aiming at these problems, this paper reconstructs the image of Guilin tourism destination through the design of image orientation and image planning elements, and at the same time propagates from the media. From the perspective of communication of public relations activities and interpersonal communication, this paper puts forward some strategies to strengthen the communication of tourist destination image in Guilin. Although these conclusions have been extensively investigated by the author in the early stage and considered repeatedly in the later period, It is expected that it will be helpful to boost the tourism industry in China, especially to create the image of the old tourist city such as Guilin. However, the author knows that his research on this subject is still in its infancy, and it is necessary to continue to study it in depth.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;G206

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