重庆市旅游形象传播中的问题与策略

发布时间：2018-10-14 18:22

【摘要】：旅游业已经成为目前发展最为迅速的产业之一，享有“无烟工业”和“永远的朝阳产业”等美誉。旅游业发展的强势劲头也使得旅游市场竞争日益激烈。如何才能在众多的旅游目的地中脱颖而出成为各个地区最为重要的问题。越来越多的研究表明，旅游形象对人们的旅游决策有着重要的影响，是吸引旅游者的关键性因素之一，可以让游客对旅游目的地有着良好的认知和期待。对旅游形象进行有效的传播，可以提升旅游目的地的知名度，从而获得良好的社会效应和经济效应，进而在旅游市场上取得一定的地位。因此关于城市旅游形象的研究也就日趋成为研究的热点。重庆作为我国四大直辖市之一，其地域独特、旅游资源较为丰富，历史文化悠久，旅游产业已经逐渐成为重庆市的核心产业，为地区经济发展做出了卓越的贡献。直辖十多年来，重庆市大力发展旅游业，但在旅游形象传播方面还存在一些不足之处。这些不足将会影响到形象的传播效果，阻碍重庆市旅游业的快速发展。本文将从传播学角度出发，通过对收集的数据和资料的整理和分析，总结重庆市的旅游形象传播现状；依据传播效果理论找出存在的问题；最后归纳出具有可行性的传播策略，为重庆市旅游形象的传播提供一些参考思路和建议。本文共分为六个部分。第一部分为文章的绪论，主要对研究的背景、意义和研究方法等内容进行阐述，梳理目前国内外对旅游形象方面的研究成果。第二部分对重庆市旅游发展历程进行介绍。第三部分把重点放在了重庆市旅游形象的传播现状上，通过对资料的整合和数据的收集，在传播学视域下对重庆市旅游形象具体情况进行了分析。通过对现状的分析，在第四部分依据霍夫兰的传播效果理论，，分析重庆旅游形象传播中存在的问题。第五部分则结合当前重庆市旅游形象传播当中存在的问题提出了改进和创新策略。最后为文章结论部分，对整篇文章的研究情况进行了梳理总结。
[Abstract]:Tourism has become one of the most rapidly developing industries, enjoying the reputation of "smokeless industry" and "eternal sunrise industry". The strong development of tourism also makes the tourism market increasingly competitive. How to stand out in many tourist destinations has become the most important issue in each region. More and more researches show that tourism image has an important influence on people's tourism decision and is one of the key factors to attract tourists. It can make tourists have good cognition and expectation to the tourist destination. The effective dissemination of tourism image can enhance the popularity of tourism destination, thus obtain good social and economic effects, and then gain a certain position in the tourism market. Therefore, the study on the image of urban tourism has become a hot spot. Chongqing, as one of the four municipalities directly under the Central Government of China, has a unique region, rich tourism resources and a long history and culture. The tourism industry has gradually become the core industry of Chongqing and has made outstanding contributions to the regional economic development. Over the past ten years, Chongqing has vigorously developed tourism, but there are still some deficiencies in the dissemination of tourism image. These deficiencies will affect the image of the spread of the effect, hinder the rapid development of tourism in Chongqing. From the angle of communication, this paper summarizes the present situation of tourism image communication in Chongqing through the collation and analysis of the collected data and materials; finds out the existing problems according to the theory of communication effect; finally concludes the feasible communication strategy. For the spread of Chongqing tourism image to provide some reference ideas and suggestions. This paper is divided into six parts. The first part is the introduction of the article, mainly on the background, significance and research methods of the study, combing the current domestic and foreign tourism image research results. The second part introduces the history of tourism development in Chongqing. The third part focuses on the status quo of Chongqing tourism image dissemination, through the integration of information and data collection, in the field of communication, the specific situation of Chongqing tourism image is analyzed. In the fourth part, according to Hoffland's theory of communication effect, the problems in Chongqing tourism image communication are analyzed. The fifth part puts forward the strategies of improvement and innovation combined with the problems existing in the spread of tourism image in Chongqing. Finally, the conclusion of the article, the research situation of the whole article is summarized.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;G206

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