基于符号学理论的旅游景区品牌塑造研究

发布时间：2018-06-30 01:55

本文选题：旅游景区 + 景区品牌塑造　；参考：《陕西师范大学》2009年博士论文

【摘要】： 随着我国旅游业对外开放度的提高和市场竞争的日益加剧,品牌已成为旅游景区最重要的竞争利器,相关问题的理论研究逐渐受到学者的关注和重视,并已取得了不少研究成果。目前,在景区品牌塑造理论研究中存的主要问题是:(1)景区品牌概念体系尚未真正建立起来,对景区品牌的内涵缺乏深入的分析;(2)多直接借用城市或地区品牌研究的主要思想,即侧重于景区形象策划和营销分析,较少考虑景区品牌的特殊性,缺乏从功能到形象的系统化的研究脉络。景区在范围上比城市或地区要小得多,其功能性感知显得尤为突出和重要,这一点在景区品牌塑造的理论研究和实践中并未受到足够的重视。本文在前人研究成果及相关理论基础上,从符号学的视角,运用归纳演绎、比较分析、案例研究、实地调查等方法对景区品牌塑造进行了较为系统的理论探讨,并以西安翠华山景区为例进行了实证分析。研究的主要内容和成果如下: 1.从符号学视角出发,以皮尔斯的符号学理论为基础,建立景区品牌三角形,对景区品牌进行界定和剖析,明确提出景区品牌的三大构成要素;对包括景区形象策划和景区品牌塑造在内的几组在理论研究和实践中容易混淆的概念进行了辨析。 2.提出景区品牌塑造的概念框架,以此展开对景区品牌塑造的系统探讨。按照这一概念框架,景区品牌塑造包括两个重要部分:景区塑造和景区符号化。景区塑造的目的在于构建和传递景区品牌的核心价值;景区符号化目的在于利用各种符号改变公众对景区的认知。在对景区及景区品牌特殊性分析的基础上,提出了景区品牌塑造的主要策略。 3.对景区塑造进行了探讨。从体验视角出发对景区进行分析,重点探讨了景观的符号学意义和游客景观符号解读机制。结合景区品牌塑造的目标和主要策略,提出景区塑造的基本原则以及景区概念统领下的景区塑造模式。最后,就利用符号建立景区识别系统提出相关策略。 4.对三种主要类型景区(自然景区、人文景区、主题公园)的塑造分别进行了探讨,提出三类景区塑造关键及主要策略。 5.对景区符号化的相关问题进行了探讨。从符号学视角探讨了景区品牌名称、标志的设计;提出发射性景区形象概念及其构建方法,从符号学视角对形象口号进行了研究;提出景区品牌传播的几个重要原则,构建了景区品牌传播渠道网,对景区品牌内部、外部传播渠道及其策略分别进行了探讨。 6.分析了景区品牌的支持保障因子。 7.以西安翠华山为例进行了实证研究。本文试图在以下方面能够有所创新: 1.采用一个新的研究视角。景区品牌直观地表现为一个符号或符号群,可以而且应该被纳入符号学研究视野。目前,尚无学者从符号学视角进行景区品牌的相关研究,本文所进行的尝试具有一定的理论意义。 2.目前,学界对景区品牌尚无统一的界定,对这一概念缺乏深入的探讨和剖析,这在一定程度上影响了景区品牌化实践。本文从符号学视角对景区品牌进行了界定和剖析,在一定程度上澄清了概念上的模糊。对景区形象策划和景区品牌塑造进行了比较和分析,消除了目前理论研究和实践中存在的一些误区。 3.提出景区品牌塑造的概念框架,形成从功能到形象的系统研究脉络,以此概念框架为基础,对景区塑造和景区符号化分别进行了探讨,此外,对景区品牌的支持保障因子进行了简要的讨论。这样,一个相对完整的景区品牌塑造研究框架初步建立,一定程度上弥补了以往研究中系统性不足的问题。 4.在研究中引入体验观念,强化了以人为本的理念。目前,在我国景区建设与管理中存在的一个比较严重的问题是缺乏以人为本的经营理念。在景区塑造研究中引入体验观念,将景区塑造与游客体验紧密联系起来,符合我国景区发展的现实情况,具有一定的针对性。景区品牌塑造是一项系统工程,所涉及的问题很多,因此,相应的研究工作量也很大。本文虽然形成了一个较为系统的研究线索,也展开了相关的研究,但由于时间及能力所限,研究还很肤浅,存在许多不足,将在下一步的工作中不断地探索和完善。
[Abstract]:With the increase of the degree of opening to the outside world and the intensification of the market competition, the brand has become the most important competitive weapon in the tourist attractions. The theoretical research on the related issues has been paid more and more attention by scholars and has obtained a lot of research results. At present, the main problems in the study of the theory of scenic spot brand molding are: (1) The concept system of regional brand has not been really established, and it lacks in-depth analysis of the connotation of scenic spots. (2) the main ideas of the study of the city or regional brand are directly borrowed, that is to focus on the image planning and marketing analysis of the scenic spots, less consideration of the particularity of the scenic spots and lack of systematic research from function to image. The scope of the scope is much smaller than the city or area, and its functional awareness is particularly prominent and important. This point has not received enough attention in the theoretical research and practice of the brand building of scenic spots. On the basis of the previous research achievements and related theories, this paper uses the perspective of Semiotics to make use of inductive deduction, comparative analysis, case study and field study. This paper makes a systematic theoretical discussion on the brand building of scenic spots, and takes the example of Xi'an Cui Huashan scenic spot as an example. The main contents and results are as follows:
1. from the perspective of semiotics, based on Pearce's semiotic theory, the brand triangle of scenic spots is established. The brand of scenic spots is defined and analyzed, and the three elements of the scenic spot brand are put forward. Several groups of concepts which are easily confused in theoretical research and practice are carried out, including the image planning of scenic spots and the brand shaping of scenic spots. Differentiate and analyze.
2. the concept frame of scenic spot brand is put forward to discuss the system of scenic spot brand building. According to this conceptual framework, the brand shaping of scenic spots includes two important parts: scenic spot molding and scenic spot symbolization. The purpose of scenic spots is to construct and transmit the core value of scenic spots; the symbolic purpose of the scenic area is to make use of various kinds of symbols. Symbols change the public's perception of scenic spots. Based on the analysis of the particularity of scenic spots and scenic spots, the main strategies for brand building are put forward.
The 3. is to discuss the scenic spots. From the perspective of experience, this paper analyzes the scenic spots and focuses on the symbolic meaning of the landscape and the interpretation mechanism of the tourist landscape symbols. Set up scenic spot recognition system and put forward relevant strategies.
4., the three main types of scenic spots (natural scenic spots, cultural scenic spots, theme parks) were discussed respectively, and the key points and main strategies of three kinds of scenic spots were put forward.
5. to discuss the related problems of the symbol of scenic spots. From the perspective of semiotics, this paper discusses the name of the scenic spot brand, the design of the logo, the concept of the image of the emissive scenic spot and its construction method, the study of the image slogan from the perspective of semiotics, and the several important principles of the brand communication of scenic spots, and the construction of the network of brand communication channels for scenic spots. The internal and external communication channels and Strategies of scenic spots are discussed respectively.
6. the support factor of the scenic spot brand is analyzed.
7. take the example of Xi'an Cui Huashan as an example.
This article tries to make some innovations in the following aspects:
1. a new research perspective is adopted. Scenic spots are visualized as a symbol or symbol group, which can and should be brought into the field of semiotics. At present, no scholars have studied the brand of scenic spots from the perspective of semiotics. The attempt of this article has certain theoretical significance.
2. at present, there is no unified definition of scenic spots in the academic circles, and the lack of in-depth discussion and analysis of this concept has influenced the brand practice of scenic spots to a certain extent. This paper has defined and analyzed scenic spots from the perspective of semiotics, to a certain extent clarified the vague concept. Comparison and analysis were made to eliminate some misunderstandings existing in theoretical research and practice.
3. the concept frame of scenic spot brand is put forward to form a systematic research context from function to image. Based on the conceptual framework, the construction of scenic spots and the symbolization of scenic spots are discussed respectively. In addition, the support factors of the scenic spots are briefly discussed. A relatively complete framework for the research of scenic spots is made. To some extent, the initial establishment has made up for the lack of systematicness in previous studies.
4. the introduction of experience concept in the study strengthens the concept of people-oriented. At present, a serious problem in the construction and management of scenic spots in China is the lack of people-oriented management concept. The introduction of experience concept in the study of scenic spots is closely linked to the scenic spots in the scenic area, which is in line with the development of the scenic spots in our country. The actual situation has certain pertinence.
The brand building of scenic spots is a systematic project, which involves a lot of problems. Therefore, the corresponding research work is also great. This paper has formed a more systematic research clue and also carried out the related research. However, due to the limitation of time and ability, the research is very superficial and there are many shortcomings, which will be constantly explored in the next step of work. The cable and the perfect.
【学位授予单位】：陕西师范大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F592

【引证文献】