基于传播模式的井冈山旅游地形象建构分析

发布时间：2018-08-02 12:00

【摘要】：随着我国经济增长方式调整的深入,发展旅游业已经上升为国家级战略的高度。与此同时,旅游业竞争日趋激烈。井冈山作为革命老区、“中国革命的摇篮”是红色旅游发展最早、最为成功的旅游地之一,然而井冈山在发展红色旅游的同时也在不断尝试其他发展路径,建构其他旅游地形象。2011年获得申请世界文化和自然遗产地资格,井冈山的旅游业迎来了又一个发展的十字路口。本文从井冈山旅游地形象建构的实际情况入手,运用传播学方法,分析总结井冈山在旅游地形象建构现状,发现问题并针对目前存在的问题提出相应解决对策是本文的研究的主要内容。本文首先对论文的选题背景、意义和国内外旅游地形象和旅游形象传播领域相关的研究进行分析和评述,并对论文的研究思路、研究方法、研究模式以及创新点进行了阐述。然后,对井冈山旅游地形象概念与井冈山旅游地形象建构历程进行了总结、分析。文章把井冈山旅游地形象建构分为摸索阶段、定位阶段和大发展阶段,用具体数据与相关资料详细分析处于这几个阶段的形象建构的实际情况,并阐明井冈山旅游目的地形象建构现状即为：“红色井冈”、“生态井冈”、“五彩井冈”和“双申遗”的复合形象,为后面章节提出存在的问题及相关对策做铺垫。基于传播学形象建构相关理论从传播语境、传播者、受众、传媒选择、传播文本分析等五个方面入手,对井冈山旅游地形象进行了详细分析。总结井冈山旅游地形象建构中存在的问题,即过于强调传统语境,忽视现实语境,使井冈山“红色”形象在整个井冈山旅游地形象中过于突出,从而限制了井冈山旅游景区的多元化发展；过于强调传播者主体地位；受众反馈系统不完善；在传播媒介选择倚重传统媒介,对新媒介开发弱；针对传播文本内容分布不均匀,缺乏现代创意五个方面的问题。并针对以上问题提出相应解决策略,即依靠传统,立足当下,面向未来的传播语境策略,在强调传统语境的同时,关注现实语境并展望未来的发展前景；面向市场进行调查,面对受众进行策划的传播策略,通过市场调查,对相关数据进行收集、统计、分析才能制定出一套行之有效的传播策略；建立定时、定岗的受众反馈系统策略；强调媒介选择的多元化,重视新媒介的开发；以及根据旅游地形象均衡文本内容,创新文本现代化形式策略。
[Abstract]:With the deepening of the adjustment of the mode of economic growth in China, the development of tourism has risen to a high level of national strategy. At the same time, the competition of tourism is becoming increasingly fierce. As a revolutionary old area, Jinggangshan is the cradle of the Chinese revolution, one of the earliest and most successful tourist destinations for the development of red tourism. However, Jinggangshan is developing red tourism in the same way. In Jinggangshan, Jinggangshan's tourism industry ushered in another development intersection. This paper, starting with the actual situation of the image construction of Jinggangshan tourist destination, carries out the method of communication and analyses and summarizes Jinggangshan's tourism. The main content of this paper is to find out the current situation of the construction of topographic images, find out the problems and put forward the corresponding solutions to the existing problems.
This paper first analyzes and reviews the research background, significance, the image of tourist destination and the field of tourism image communication in China and abroad, and expounds the research ideas, research methods, research patterns and innovation points of the paper. Then, the concept of Jinggangshan tourist destination image and the construction process of Jinggangshan tourist destination image are also discussed. The article makes a summary and analysis. The article divides the image construction of Jinggangshan tourist destination into the groping stage, the positioning stage and the big development stage, and analyses the actual situation of the image construction in these stages with specific data and related data, and clarifies that the status of the image construction of Jinggangshan tourist destination image is "red well ridge", "ecological well". The composite images of Gang, Wucai Jinggang and Shuang Sheng lay the groundwork for the existing problems and relevant countermeasures in the following chapters.
Based on the theory of communication image construction, this paper makes a detailed analysis of the Jinggangshan tourist destination image from five aspects of the communication context, the disseminator, the audience, the media selection, the text analysis and so on, and summarizes the existing problems in the construction of the Jinggangshan tourist destination image, that is, to overtune the traditional context and ignore the realistic context, so that Jinggangshan is "red" "The image is too prominent in the image of the whole Jinggangshan tourist destination, which restricts the pluralistic development of the tourist attractions in Jinggangshan; emphasizes the main position of the communicators; the audience feedback system is not perfect; the media selection relies on the traditional media, the development of the new media is weak; the distribution of the content of the text is not uniform and lacks the modern. To solve the five problems of creativity, and to put forward corresponding solutions to the above problems, that is, relying on the traditional, based on the present, and the communication context strategy for the future, focusing on the traditional context, paying attention to the realistic context and looking forward to the future development prospect. On the basis of the data collection, statistics and analysis, we can establish a set of effective communication strategies, establish the feedback system strategy of regular and fixed posts, emphasize the diversification of media selection, attach importance to the development of the new media, and balance the text within the image of the tourist destination, and innovate the modern form of text strategy.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;G206

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