湖南旅游活动营销的媒体介入（2006-2012）

发布时间：2018-05-17 14:09

本文选题：活动营销 + 旅游传播　；参考：《湖南大学》2013年硕士论文

【摘要】：当下旅游行业的竞争日趋激烈，生硬的景点推介方式已经不能满足景区发展的需要，活动营销成为了许多旅游景区推广的新方式。湖南旅游活动营销近几年发展迅速，景区的效益和知名度也因活动营销而提升，其中功不可没的就是媒体的介入。媒体介入活动的策划或者活动的进程，并对整个活动做新闻报道。文章研究发现，媒体介入旅游活动营销的形式不同，所取得的传播效应也不同。合理的介入能最大限度的宣传景区，而不合理的介入则对景区和媒体自身都有损害。文章通过对2006年至2012年湖南旅游活动营销的网站新闻报道、数字报新闻报道和电视新闻报道进行具体研究，发现并分析了这些新闻在消息来源、栏目分布、转载媒体、图片数量等方面的一些特点，探析了媒体介入旅游活动营销的动机、新闻理据、具体方式和传播效应。媒体介入旅游活动营销的动机主要有三类：追求经济利益、完成宣传任务、提升媒体品牌实力。文章认为以新闻价值获取经济利益，对媒体来说是合情合理的，但是为景区策划没有新闻价值的活动，以新闻的名义进行宣传报道，这样纯粹为经济利益而介入旅游活动营销，是不合理的。媒体介入旅游活动营销的具体方式主要包括连续报道、系列报道和专题报道，不同类型的报道形式产生的传播效应也不一样，其中专题报道是对旅游活动营销新闻价值的最大认可，尤其是点击量高的新闻网站，能为某旅游活动营销做专题报道，，对活动本身的宣传会起到很大作用。但是媒体介入的方式不能越过新闻伦理的底线，不能以新闻的名义行宣传推广之实，应该平衡经济利益与职业操守。
[Abstract]:Nowadays, the competition of tourism industry is becoming more and more fierce, and the hard way of promoting scenic spots can not meet the needs of the development of scenic spots, so activity marketing has become a new way to promote many scenic spots. Hunan tourism marketing has developed rapidly in recent years. The media intervene in the planning or process of the event and report the whole event. The paper finds that media involvement in tourism marketing has different forms and different communication effects. Reasonable intervention can maximize the publicity of scenic spots, while unreasonable intervention will damage both the scenic spots and the media themselves. Through the specific research on the website news report, digital newspaper news report and TV news report of Hunan tourism marketing from 2006 to 2012, the article finds and analyzes these news in news source, column distribution, reprint media. This paper analyzes the characteristics of the number of pictures, and analyzes the motivation, news motivation, specific ways and communication effects of media intervention in tourism marketing. There are three kinds of motivations for media to intervene in tourism marketing: pursuing economic interests, completing propaganda tasks and promoting media brand strength. The article holds that it is reasonable for the media to obtain economic benefits from news value, but planning activities without news value for scenic spots and propagating and reporting in the name of news, so as to intervene in the marketing of tourism activities purely for the sake of economic interests. It is unreasonable. The specific ways in which the media intervene in the marketing of tourism activities mainly include continuous reports, series reports and special reports, and different types of reports have different communication effects. The special report is the biggest recognition of the marketing news value of tourism activities, especially the news website with high number of clicks, which can do special report for a certain tourism marketing, and will play a great role in the publicity of the activity itself. However, media intervention should not cross the bottom line of journalistic ethics, promote in the name of news, and balance economic interests and professional integrity.
【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】：F592.7;G206

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