湖南红色旅游品牌传播研究

发布时间：2018-03-24 06:39

本文选题：红色旅游　切入点：红色旅游品牌　出处：《湖南大学》2013年硕士论文

【摘要】：近年来，红色旅游作为一种新型主题旅游形式逐渐兴起。当下红色旅游市场的发展，不仅表现为旅游产品的竞争，而且更多地表现为旅游品牌的竞争。产品贵在质量，，品牌重在传播。高品质的红色旅游资源为湖南红色旅游品牌的形成奠定了良好基础。湖南红色旅游品牌要想在激烈的市场竞争中脱颖而出，传播是关键。如何进行有效的品牌传播，是当前湖南红色旅游产业面临的重大课题。本文以品牌传播理论、体验经济理论、德弗勒互动模式为理论基础，展开对湖南红色旅游品牌传播现状的分析，剖析了湖南红色旅游品牌传播存在的问题及成因，并提出了湖南红色旅游品牌传播的对策。本文认为，湖南红色旅游的“硬产品”品牌是伟人故里，“软产品”品牌是红色旅游服务，传播主体是政府、企业、游客。湖南红色旅游品牌传播渠道主要有两条，一是大众传播，二是人际传播。湖南红色旅游景点的到访游客多以“团队”参访为主，本地游客占据绝大部分，出游时间季节性差异明显，并表现出明显的集聚、从众现象。目前，湖南红色旅游品牌传播也存在不少问题，如传播内容雷同、传播渠道分散、双向互动缺乏、地域特色不强等，而品牌意识薄弱、传播主体缺位、管理权限分散、反馈机制不健全、红色旅游过度市场化等是主要成因。湖南红色旅游品牌传播的基本对策，一是确立红色旅游品牌传播的差异化定位；二是加强红色旅游品牌传播的资源整合；三是建立红色旅游品牌传播的互动机制；四是提升红色旅游品牌传播的文化含量。
[Abstract]:In recent years, as a new type of theme tourism, red tourism has gradually risen. The current development of red tourism market is not only the competition of tourism products, but also the competition of tourism brands. High quality red tourism resources have laid a good foundation for the formation of Hunan red tourism brand. Hunan red tourism brand want to stand out in the fierce market competition, Communication is the key. How to carry out effective brand communication is a major issue facing the red tourism industry in Hunan at present. This paper bases on the theory of brand communication, the theory of experience economy, and the interaction model of Defler. This paper analyzes the present situation of Hunan red tourism brand communication, analyzes the existing problems and causes of Hunan red tourism brand communication, and puts forward the countermeasures of Hunan red tourism brand communication. This paper holds that the "hard product" brand of Hunan red tourism is the hometown of the great man, the "soft product" brand is the red tourism service, the main body of communication is the government, the enterprise, the tourist. There are two main channels for the dissemination of Hunan red tourism brand. One is mass communication, the other is interpersonal communication. Most of the red tourist spots in Hunan are visited by "team". The local tourists account for most of them, the seasonal difference of travel time is obvious, and it shows obvious agglomeration and conformity phenomenon. At present, there are many problems in Hunan red tourism brand communication, such as the similarity of communication content, the dispersion of communication channels, the lack of two-way interaction, the lack of regional characteristics, etc., while the brand awareness is weak, the main body of communication is absent, and the authority of management is scattered. The main causes are the imperfect feedback mechanism, excessive marketization of red tourism, etc. The basic countermeasures of Hunan red tourism brand communication are to establish the differentiation orientation of red tourism brand communication, to strengthen the resource integration of red tourism brand communication; The third is to establish the interactive mechanism of red tourism brand communication, and the fourth is to promote the cultural content of red tourism brand communication.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;G206

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