重庆武隆县旅游目的地品牌传播及其效果研究

发布时间：2018-04-19 20:47

本文选题：旅游目的地品牌 + 品牌传播　；参考：《西南政法大学》2013年硕士论文

【摘要】：旅游目的地品牌已成为旅游目的地吸引且区隔其他目的地的一种市场营销和管理手段，而这种手段的实施离不开其信息的传播。在目前信息爆炸的碎片信息时代，旅游目的地品牌传播是一项成本高、见效慢的工程，因此其品牌信息的传播是否能在保证营销目标完成的前提下，达到品牌信息传播的预期效果，获得品牌受众的认知和认同，从而积累忠诚客户，提升品牌资产显得尤为重要，也非常艰难。所以，为了更契合受众心理期待，协调传播过程中资源利用，争取用低成本完成高传播效率，对于目前旅游目的地品牌传播的现状进行客观定量展示分析及对其传播效果进行评估，对旅游目的地品牌传播中问题的发现及其战略调整至关重要。本文选取武隆旅游目的地这一具体案例，通过回顾武隆旅游目的地品牌发展的历程，明确其现阶段所处品牌生命阶段后展开研究。从传播学的角度，不仅对传播主体、传播内容（传播文本及传播媒介）、受众等四个传播过程要素分别进行了研究，还对其最终的传播效果进行了评估。全文验证了其品牌传播是否与传播主体策略和目标一致，，调查了其品牌传播过程中受众的认知情况，监视了其产品品牌《印象·武隆》公演后的媒体效能，并结合前几部分研究分析得出的数据及武隆县年鉴数据为依据，对武隆品牌传播的效果进行了评估总结。研究主要从武隆旅游目的地品牌的官方网站、品牌受众两方面对武隆目的地品牌传播进行了分析。首先，通过对武隆目的地的品牌与老牌云南石林目的地品牌官网对比分析，找出武隆官网的优劣势。其次，以官网所汇集的新闻文本为研究对象，通过定量分析得出其2012年的传播蓝图，验证了其传播主体的策略和目标。最后，对武隆目的地品牌的内部和域外受众分别进行调查分析。域外受众从媒体暴露到达、品牌认知记忆、品牌理解认同以及行为态度改变四个层面展开调查分析，内部受众则着重调查其武隆品牌的认知及其理解认同程度。研究发现，武隆旅游目的地品牌的域外及内部受众对于其品牌发展模式及推介模式持认可态度，域外受众在旅游后对品牌的忠诚度要高于旅游前，当地居民则表示认可当地政府执政规划能力，并愿意积极配合其品牌推广，在某种程度上也是目的地品牌传播的主体。但是现阶段的武隆也存在一定的问题，如基础品牌工作与武隆品牌实际所处阶段不相适应、老品牌维护力度不够、与周边城市媒体的沟通与合作不到位、武隆目的地品牌产品品牌种类重叠影响传播效果等，笔者也对这些问题给出了具体的解决建议。
[Abstract]:Tourism destination brand has become a marketing and management means to attract and separate other destinations, and the implementation of this means can not be separated from the dissemination of information. In the information age of information explosion, brand communication of tourist destination is a project with high cost and slow effect. It is very important and difficult to achieve the expected effect of brand information dissemination, to gain the brand audience's cognition and identity, to accumulate loyal customers and to promote brand equity. Therefore, in order to better meet the psychological expectations of the audience, coordinate the use of resources in the communication process, and strive to achieve high communication efficiency with low cost, It is very important to analyze the present situation of tourism destination brand communication objectively and quantitatively and evaluate the effect of it. It is very important to find the problems and adjust its strategy in tourism destination brand communication. This paper selects the specific case of Wulong tourism destination, through reviewing the history of Wulong tourism destination brand development, clear its current stage of brand life after the study. From the angle of communication, not only the four elements of communication process, such as the main body of communication, the content of communication (text and media, audience, etc.), but also the final effect of communication are evaluated. The full text verifies whether the brand communication is consistent with the communication subject's strategy and goal, investigates the audience's cognition in the process of brand communication, and monitors the media effectiveness after the performance of the product brand "impression Wulong". Based on the data obtained from the previous studies and the yearbooks of Wulong County, this paper evaluates and summarizes the effect of Wulong brand communication. The research mainly analyzes the brand communication of Wulong destination from two aspects: the official website of Wulong tourism destination brand and the brand audience. Firstly, by comparing the Wulong destination brand with the old Yunnan Shilin destination brand website, we find out the merits and demerits of Wulong official website. Secondly, taking the news text collected by the official website as the research object, through the quantitative analysis to get its communication blueprint in 2012, verified its communication main body's strategy and the goal. Finally, the internal and foreign audience of Wulong destination brand are investigated and analyzed. The foreign audience from the media exposure, brand cognitive memory, brand understanding and identity and behavior attitude change four levels of investigation and analysis, the internal audience focused on its Wulong brand cognition and understanding of the degree of identity. The study found that the overseas and internal audience of Wulong tourist destination brand accepted its brand development model and promotion model, and the overseas audience had higher loyalty to the brand after tourism than before. Local residents said they recognized the local government's governing planning ability, and were willing to actively cooperate with their brand promotion, to a certain extent, the main body of brand communication in the destination. However, at this stage, Wulong also has some problems, such as the fact that the basic brand work does not fit in with the actual stage of the Wulong brand, the maintenance of the old brand is not strong enough, and the communication and cooperation with the media in the surrounding cities are not in place. The author also gives some concrete suggestions to solve these problems.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;G206

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