城市旅游形象系统的构建及实证研究

发布时间：2018-04-04 22:37

本文选题：城市旅游　切入点：形象系统　出处：《郑州大学》2013年硕士论文

【摘要】：随着旅游业的蓬勃发展和旅游业在国民经济中地位的提高,不可否认,任何一个地方都是潜在的旅游目的地,任何一个人都是潜在的旅游者。城市,或是历史的见证,或是现代气息的体现,作为国家或者地区政治、经济、文化、商贸和信息的中心,城市旅游也被越来越多的旅游者所青睐,城市旅游功能不断增强,竞争也愈发激烈。城市旅游形象逐渐成为旅游者选择旅游目的地重点考虑的因素,在现如今的信息时代,旅游者的自主决策意识大大增强,他们也越来越依赖旅游地形象做出旅游决策。建立一个鲜明、独特而富于吸引力的旅游形象,对于一个城市形成自身优势,提高知名度、识别度、美誉度以及积极引导旅游者做出旅游决策具有极大的推动作用。当然,形象的塑造也是一个复杂的过程,构建出城市旅游形象系统就显得尤为必要,为城市旅游形象的发展指明方向。本文运用系统论的基本思想及原理,紧紧围绕城市旅游形象系统模型的构建展开。在相关概念的基础上界定了城市旅游形象系统的内涵,并解释了相关理论如系统论、推拉理论和整合营销传播理论对本文的支撑作用。城市旅游形象系统的构建是必要的,通过分析城市旅游形象系统构建的动力机制,在对国内五个成功的城市旅游形象发展的内在机理进行研究的基础上,构建出城市旅游形象系统的基本框架,这是全文的重点与核心。最后,以郑州城市旅游形象为案例进行实证研究。以前面构建的城市旅游形象系统为指导,进行郑州城市旅游形象调查,郑州城市旅游形象的基础性分析,再对郑州城市旅游形象进行定位和形象感知系统分析,提出郑州城市旅游形象提升的策略：强化游客满意的理念,运用整合营销策略传播城市旅游形象,以城市核心区位空间旅游形象塑造为重点,重视大型旅游节事活动带来的城市旅游形象提升以及注重城市旅游形象的评估与反馈。完成了郑州城市旅游形象系统的全面剖析,力求实现郑州城市旅游形象的深入人心,使得郑州城市旅游的发展更上一层楼。
[Abstract]:With the booming development of tourism and the improvement of tourism status in the national economy, it is undeniable that any place is a potential tourist destination, and anyone is a potential tourist.As the center of national or regional politics, economy, culture, commerce and information, urban tourism is favored by more and more tourists.Competition is also getting fiercer.Urban tourism image has gradually become a key factor for tourists to choose tourist destinations. In the information age, tourists' awareness of independent decision-making is greatly enhanced, and they increasingly rely on tourism image to make tourism decisions.The establishment of a distinct, unique and attractive tourist image will greatly promote a city to form its own advantages, improve its popularity, recognition, reputation and actively guide tourists to make tourism decisions.Of course, the shaping of the image is also a complex process, it is particularly necessary to build a system of urban tourism image, and point out the direction for the development of urban tourism image.Based on the basic ideas and principles of system theory, this paper focuses on the construction of urban tourism image system model.On the basis of related concepts, this paper defines the connotation of urban tourism image system, and explains the supporting role of relevant theories such as system theory, push-pull theory and integrated marketing communication theory.It is necessary to construct the city tourism image system. By analyzing the motive mechanism of the city tourism image system, this paper studies the internal mechanism of the five successful cities' tourism image development in China.Construct the basic frame of the city tourism image system, this is the focal point and core of the full text.Finally, take Zhengzhou city tourism image as an example to carry on the empirical research.Under the guidance of the urban tourism image system constructed before, the investigation of Zhengzhou city tourism image, the basic analysis of Zhengzhou city tourism image, and the analysis of Zhengzhou city tourism image orientation and image perception system are carried out.This paper puts forward the strategies of improving Zhengzhou city tourism image: strengthening the concept of tourist satisfaction, using integrated marketing strategy to spread the city tourism image, focusing on the city core location space tourism image shaping.Attention should be paid to the promotion of the city tourism image and the evaluation and feedback of the city tourism image.This paper has completed the comprehensive analysis of Zhengzhou city tourism image system, and has made every effort to realize Zhengzhou city tourism image deeply into the hearts of the people, making Zhengzhou city tourism development to a higher level.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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