我国城市旅游地形象主题词研究

发布时间：2018-07-30 08:10

【摘要】：旅游目的地形象在近40年来成为国际旅游学术界最为流行的研究领域之一。当旅游文化在旅游业中所起的灵魂和支柱作用随着旅游业的迅猛发展而逐渐得到认可的同时，作为旅游地文化浓缩和旅游地形象构建的点睛之笔的旅游地形象主题词的设计也越来越受到重视，尤其是在中国这样一个从来都不缺乏旅游文化精神的国度。旅游地形象主题词是通过精练的词组或句子对旅游地形象的主题概述和创意表达，其特殊的内涵和本质特征也是与城市形象表述词相区别的关键。概览我国119座国家历史文化名城所推出的旅游地形象主题词，从选取的主要项目指标、各省(直辖市、自治区)名城数量及与中国优秀旅游城市名录等方面进行统计分析，可以看出我国城市旅游地形象主题词在句式结构、创意角度和发展方面的特征。同时也揭示了旅游地形象主题词在自身层面存在的主题定位不明确、创意缺乏、专业性不足、与城市形象表述词混淆等问题，在推广层面存在的政府重视不够、宣传方式单一、缺乏相应的主题活动支撑等问题。针对这些问题，从以目的地特征分析和市场分析为基础的旅游地形象主题定位，理想旅游地形象主题词打造，旅游地形象主题词内外部推广三方面提出完善优化的对策，，并将“香港，乐在此·爱在此”旅游地形象主题词的成功推广案例作为借鉴。只有精雕细琢、千锤百炼才能打磨出旅游地形象主题词的至上精品，才能彰显旅游文化在我国旅游业发展中的灵魂支柱作用。
[Abstract]:The tourist destination image has become one of the most popular research fields in the international tourism academic circles in the past 40 years. When the soul and pillar of the tourism culture in the tourism industry is gradually recognized with the rapid development of the tourism industry, the tourist terrain is the crowning touch of the cultural enrichment of tourist sites and the construction of the tourist destination image. More and more attention has been paid to the design of thematic words, especially in China, a country which never lacks the spirit of tourism culture.
The theme words of the tourist destination image are the theme and creative expression of the tourist destination image through the scouring phrases or sentences. The special connotation and the essential characteristics are also the key to the difference between the urban image expression words. A survey of the theme words of the tourist destination image introduced by the 119 national historical and cultural cities of China, from the selected main item indicators, The number of famous cities in provinces (municipalities, autonomous regions) and the list of excellent tourist cities in China are statistically analyzed. It can be seen that the theme words of the urban tourism image in China are characterized by the structure of the sentence structure, the creative angle and the development. Lack, lack of professionalism, confusion with urban image expression words, and other problems, such as the lack of government attention, single publicity and lack of corresponding theme activities on the promotion level. In view of these problems, the theme location of the tourist destination image based on the analysis of destination features and market analysis is the theme of the ideal tourist destination image. To build and promote the three aspects of the theme words and external promotion of the tourist destination image, we put forward the countermeasures to improve the optimization, and the successful promotion cases of "Hongkong, Le here love here" tourist destination image as a reference.
Only by refinement and refinement can the supreme quality of the theme words of the tourist destination be grind out, and the role of the tourism culture in the development of the tourism industry in China can be highlighted.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592

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