长三角区城市旅游品牌形象定位研究

发布时间：2018-10-05 21:01

【摘要】：随着国民经济的高速增长,人民生活水平不断提高,居民可支配收入和空闲时间越来越多,旅游已经成为休闲娱乐的主要方式,已成为当下的一种潮流。如今我国国民经济结构处于转型升级的时期,旅游作为服务行业的龙头,其重要程度持续提高。长三角城市群被认为是我国区域发展战略的重要组成部分,同时也是国际公认的世界级城市群之一。长三角区得天独厚的地理位置和自然条件,使其拥有丰富的旅游资源,逐步形成具有地域特色和人文特色的著名旅游城市群。虽然该地区旅游发展势头很好,但是如果不用心经营,还是会有可能很快步入衰退期。现如今,很多城市已经意识到品牌也是城市旅游的优势来源,它是一种区别于其他城市的标志。知名的城市旅游品牌形象有利于吸引旅游者的消费,有助于提高城市旅游的持续竞争力。而游客作为旅游活动的主体,在旅游活动中是不容忽视的群体。因此,以游客感知的视角出发,努力挖掘城市旅游资源的价值和潜在价值,对成功地塑造城市旅游品牌形象,和旅游业的持续健康发展具有十分重要的意义。本文从旅游品牌形象理论出发,以长三角区作研究区,选取了其中较具代表性的八个城市,从游客的视角对旅游品牌形象定位进行了如下研究:首先,综合有关学者在旅游品牌和品牌形象等方面的研究,进行了相关理论的述评,并根据研究区自身特点,提出了本文采用的基于游客视角的长三角区城市旅游品牌形象结构假设;其次,针对性地设计了调查问卷,并对调查结果进行了统计和分析,对长三角区城市旅游品牌形象构成,包括知名特色、旅游需求、旅游产品属性和旅游感知价值四个方面,进行了研究区整体状况的分析和评价。再次,针对旅游品牌形象结构假设的各组成部分,以长三角区城市做实证研究,分别对研究区八个城市进行具体指标的比较分析,运用描述统计方法,找到结构假设中各构成部分的共性和差异。最后,以梳理出的共性和差异为基础,结合旅游资源本体价值,针对性地提出了长三角区城市旅游品牌整体形象定位,以及研究区八个城市分别的旅游品牌形象定位。
[Abstract]:With the rapid growth of the national economy, the people's living standards have been improved, residents' disposable income and leisure time are more and more, tourism has become the main way of leisure and entertainment, has become a current trend. At present, the national economic structure of our country is in the period of transformation and upgrading, tourism as the leading service industry, its important degree continues to improve. Yangtze River Delta urban agglomeration is regarded as an important part of China's regional development strategy and one of the internationally recognized world-class urban agglomerations. With its unique geographical location and natural conditions, the Yangtze River Delta region has rich tourism resources, and gradually forms a famous tourism urban agglomeration with regional and humanistic characteristics. Although the region's tourism growth momentum is good, but if you do not care, there is still a risk of a recession soon. Nowadays, many cities have realized that brand is also the dominant source of urban tourism, it is a different symbol from other cities. The famous city tourism brand image is helpful to attract tourists' consumption and to improve the sustainable competitiveness of urban tourism. As the main body of tourist activities, tourists are a group which can not be ignored in tourism activities. Therefore, from the perspective of tourists' perception, it is of great significance to excavate the value and potential value of urban tourism resources, which is of great significance for successfully shaping the image of urban tourism brand and the sustainable and healthy development of tourism. Based on the theory of tourism brand image, this paper takes the Yangtze River Delta as the research area, selects eight cities which are more representative, and makes the following research on the positioning of tourism brand image from the perspective of tourists: first of all, Synthesizing the scholars' research on tourism brand and brand image, this paper makes a review of the relevant theories, and puts forward the assumption of the urban tourism brand image structure of Yangtze River Delta region based on tourists' perspective according to the characteristics of the study area. Secondly, the questionnaire is designed, and the results of the survey are analyzed, including the famous characteristics, tourism demand, tourism product attributes and tourism perceived value. The overall situation of the study area is analyzed and evaluated. Thirdly, aiming at the components of the tourism brand image structure hypothesis, taking the Yangtze River Delta city as an empirical study, the paper makes a comparative analysis of the specific indicators of the eight cities in the study area, and uses the descriptive statistical method. Find the commonness and difference among the components of the structural hypothesis. Finally, on the basis of combing out the commonness and difference, combined with the Noumenon value of tourism resources, this paper puts forward the overall image positioning of urban tourism brand in Yangtze River Delta region, as well as the tourism brand image positioning of eight cities in the study area.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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