论我国国际旅游品牌打造中的国际媒体公关策略

发布时间：2018-06-22 00:18

本文选题：国际旅游品牌 + 国际媒体公关　；参考：《上海外国语大学》2012年硕士论文

【摘要】：旅游业的日益国际化，以及在吸引国内游客上日益激烈的竞争使得各旅游品牌已不再仅仅满足于吸引国内游客，纷纷树立国际化的旗帜，投身吸引国际游客这一蓝海中。我国越来越多的城市和景区打造了树立国际旅游品牌的愿景和战略，并日益提高到实施上。越来越多欲打造国际旅游品牌的城市和景区积级地通过国际媒体公关在国际上进行推广。然而在当前各城市和景区打造国际旅游品牌所进行的国际媒体公关过程中存在着诸多的问题，如没有树立或者意识到国际媒体公关意识，缺乏理论和战略指导，以及国际媒体公关活动单一且无新意，缺乏专题策划等。因此，当前我国打造国际旅游品牌中应采用的国际媒体公关策略主要包括：首先，树立公共关系意识；其次，设立专业的公共关系人员和公共关系部门；第三，国际媒体公关策划；第四，建立、管理和维护国际媒体关系。随着越来越多的旅游地开始打造国际旅游品牌，其打造过程中的国际媒体公关也日益受到重视和研究。对于我国国际旅游品牌打造中的国际媒体公关的研究也将越来越深入，，出现更多的优秀研究成果。并使其得以指导各旅游地在打造国际旅游品牌的前行之路。
[Abstract]:With the increasing internationalization of tourism and the fierce competition in attracting domestic tourists, tourism brands are no longer satisfied with attracting domestic tourists, and set up international flags one after another to join in the blue sea of attracting international tourists. More and more cities and scenic spots in China have set up the vision and strategy of setting up international tourism brand, and increasingly improve the implementation. More and more cities and scenic spots seeking to build international tourism brand are promoted internationally through international media public relations. However, there are many problems in the process of building international tourism brand in cities and scenic spots, such as not establishing or realizing the awareness of international media public relations, lack of theoretical and strategic guidance. As well as the international media public relations activities single and no new, lack of thematic planning and so on. Therefore, the international media public relations strategy that our country should adopt in building international tourism brand at present mainly includes: first, establish public relations consciousness; secondly, set up professional public relations personnel and public relations department; third, International media PR planning; fourth, the establishment, management and maintenance of international media relations. As more and more tourist destinations begin to build international tourism brands, the international media public relations are paid more and more attention. The research on international media public relations in the process of international tourism brand building in China will be more and more in-depth, and more excellent research results will appear. And make it possible to guide each tourist destination in the building of international tourism brand ahead of the road.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F592

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