我国工业遗产旅游景区品牌传播效果的实证研究

发布时间：2018-08-13 10:45

【摘要】：作为旅游产业的核心环节,景区的品牌传播日益成为吸引客流、创造经济社会和民生效益的重点。工业遗产旅游地的品牌传播研究可以连接旅游管理学和传播学,并且将传播学的理论和方法运用于工业遗产旅游管理,为旅游管理提供依据的同时丰富传播学的领域,深化传播学的实践价值。本文第一章首先对工业遗产旅游进行了梳理和统计,考察了工业遗产旅游的起源、国内外发展特征、开发模式以及我国目前的发展和分布状况。第二章本文依据传播学的5W模式、既有的品牌传播效果测量模型和旅游管理学的理论,将我国工业遗产旅游景区的品牌传播效果通过经营管理者、品牌传播内容、品牌传播媒介和参观者4个方面进行研究,考虑到我国工业遗产旅游尚属初级阶段这一现实,又增加了前瞻性方面的指标。根据上述5个方面的指标进行操作化,并采用设定权重系数的方法建立了我国工业遗产旅游地的品牌传播效果测量模型。对于权重系数的设定,本文运用管理学中经典的层次分析法。在具体指标操作化中,本文充分考虑了当前数字化社交媒介与大众媒介并存的传播环境,进行操作化,建立了全过程、全方位的具体测量指标。第三章,在搭建好品牌传播效果的测量模型后,本文选取了北京798艺术区、开滦国家矿山公园为案例进行了实地测量。通过实地调查、访谈和旅游网站评论的文本分析后,为各项指标赋值,并依据前文算法算出了效果评价的分数。在对数据进行分析、比较的基础上,总结出了品牌传播的得失。第四章,对我国工业遗产旅游景区品牌传播的思考与展望。根据具体指标的评分论述了北京798品牌传播效果的主要因素以及开滦国家矿山公园目前的不足。针对工业遗产旅游中受众参与品牌协同构建的效果不佳问题,本文提出了协同构建的前提条件——协同创意需要共通的意义空间这一观点。另外,本文展望了我国工业遗产旅游地的品牌定位和未来“大工业遗产旅游品牌”的概念。
[Abstract]:As the core link of tourism industry, brand communication of scenic spots is increasingly becoming the focus of attracting tourists and creating economic, social and livelihood benefits. The research on brand communication of industrial heritage tourism can connect tourism management and communication, and apply the theory and method of communication to tourism management of industrial heritage, which provides the basis for tourism management and enriches the field of communication. Deepen the practical value of communication. In the first chapter of this paper, the author makes a survey of the industrial heritage tourism, including its origin, development characteristics at home and abroad, the development model and the current development and distribution in China. In the second chapter, according to the 5W model of communication, the existing measurement model of brand communication effect and the theory of tourism management, this paper puts the brand communication effect of industrial heritage tourism scenic spots in our country through the management, brand communication content. In view of the fact that the industrial heritage tourism in China is still in the primary stage, four aspects of brand communication media and visitors have been studied, and the forward-looking indicators have been added. According to the above five indexes, the model of brand communication effect of industrial heritage tourist destination in China is established by using the method of setting the weight coefficient. For the setting of weight coefficient, this paper uses the classical analytic hierarchy process in management. In the operation of specific indicators, this paper fully considers the current communication environment where digital social media and mass media coexist, and sets up the whole process and all aspects of the specific measurement indicators. In the third chapter, after setting up the measuring model of brand communication effect, this paper selects Beijing 798 Art District and Kailuan National Mine Park as the case to carry on the field survey. Through field investigation, interview and text analysis of tourism website review, the index is assigned value, and the score of effect evaluation is calculated according to the previous algorithm. On the basis of analyzing and comparing the data, the author sums up the gains and losses of brand communication. Chapter four, thinking and prospect of brand communication of industrial heritage scenic spots in China. This paper discusses the main factors of Beijing 798 brand communication effect and the deficiency of Kailuan National Mine Park. In view of the poor effect of audience participation in brand collaborative construction in industrial heritage tourism, this paper puts forward the view that the premise of collaborative construction is the common meaning space of collaborative creativity. In addition, this paper looks forward to the brand positioning of industrial heritage tourism destination and the concept of "big industrial heritage tourism brand" in the future.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;G206

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