张家界天门山旅游品牌传播策略研究

发布时间：2018-08-21 09:53

【摘要】：随着旅游业的蓬勃发展，旅游市场的竞争日趋白热化。越来越多的旅游景区已经认识到，要想在激烈竞争中谋求发展，进行积极有效的品牌传播是各大旅游景区在激烈竞争中求得生存与发展的必要手段之一。旅游景区品牌传播有利于整合景区的旅游资源，使其与同类旅游景区形成差异，进而在竞争中占据优势地位。张家界天门山作为国内著名旅游景区，自2005年索道建成正式开园营业以来在接待人数和旅游收入方面都有较快增长，这其中很大一部分原因要归功于其较为成功的旅游品牌建设与传播。虽然，张家界天门山在品牌建设方面已小有成绩，但品牌传播是个长期、系统的工作，并且要根据执行过程中的具体情况做出相应调整，要让人们有“山水依旧、感受常新”的体验。通过对互联网关于张家界天门山的相关数据进行分析，以及对张家界天门山游客的出游动机、媒介接触习惯和天门山品牌的认知情况等方面进行调查，较为全面地了解了张家界天门山旅游品牌传播的现状。张家界天门山由于自然风光优美，拥有独特的地质地貌，所以其风景在游客中的美誉度较高。而且，张家界天门山策划了众多有影响力的公关营销事件，大部分游客对这些公关营销事件也有一定了解，这在很大程度提升了张家界天门山的品牌认知度。张家界天门山的品牌传播中也存在一定的问题。比如，根据调查问卷显示，游客渴望了解张家界天门山的地方风俗文化，而实际上这部分的传播比较肤浅，并没有起到充实张家界天门山旅游品牌的作用。又如，，部分游客对张家界天门山的服务存在不满，这会严重影响张家界天门山旅游品牌的建设和传播。根据以上调查所反映的情况，张家界天门山应该从公关、广告和媒介三方面继续加强旅游品牌传播。在公关策略方面，要打造特色品牌名片，举办特色节庆活动，利用话题事件引起社会关注，并应加强危机事件处理能力。同时，在广告策略方面，要挖掘自身特质，确立独特定位，创作有感染力的作品，建立与游客的情感联系。最后，在媒介策略方面，传统媒介仍是旅游景区品牌传播的主阵地，要综合运用电视、纸媒和广播等多元传播手段。另外，还要充分发挥新兴媒介的作用，如运用互联网、手机、微博及其他新媒体进行整合传播。只有通过各个传播渠道的整合利用，张家界天门山旅游品牌的传播才能发挥出最大效应，张家界天门山也才在竞争如此激烈的旅游市场获得更大发展。
[Abstract]:With the vigorous development of tourism, the competition of tourism market is becoming more and more intense. More and more scenic spots have realized that in order to seek development in the fierce competition, active and effective brand communication is one of the necessary means to survive and develop in the fierce competition. Brand communication of scenic spots is beneficial to the integration of tourist resources of scenic spots, which makes them form differences with similar scenic spots, and then occupy a dominant position in the competition. Zhangjiajie Tianmen Mountain, as a famous tourist attraction in China, has seen a rapid increase in the number of visitors and tourism revenue since the formal opening of the cableway in 2005. A large part of the reason is due to its more successful tourism brand building and dissemination. Although Zhangjiajie Tianmen Mountain has made small achievements in brand building, brand communication is a long-term, systematic work, and it should be adjusted accordingly according to the specific conditions in the implementation process, so that people will have "mountains and rivers as before." The experience is always new. Through the analysis of the relevant data about Tianmen Mountain in Zhangjiajie, and the investigation on the traveling motivation, media contact habit and brand cognition of Tianmen Mountain in Zhangjiajie, More comprehensive understanding of Zhangjiajie Tianmen Mountain tourism brand communication status. The Tianmen Mountain in Zhangjiajie has a high reputation among tourists because of its beautiful natural scenery and unique geological landforms. Moreover, Zhangjiajie Tianmen Mountain has planned a lot of influential public relations marketing events, most tourists also have some knowledge of these public relations marketing events, which has greatly enhanced the brand awareness of Zhangjiajie Tianmen Mountain. Zhangjiajie Tianmen Mountain brand communication also has certain problems. For example, according to the questionnaire, tourists are eager to understand the local customs and culture of Tianmen Mountain in Zhangjiajie, but in fact, the spread of this part is superficial and does not play a role in enriching the tourism brand of Tianmen Mountain in Zhangjiajie. For example, some tourists are dissatisfied with the service of Zhangjiajie Tianmen Mountain, which will seriously affect the construction and dissemination of Zhangjiajie Tianmen Mountain tourist brand. According to the survey, Tianmen Mountain in Zhangjiajie should continue to strengthen tourism brand communication from three aspects: public relations, advertising and media. In the aspect of public relations strategy, we should create special brand business cards, hold special festival activities, make use of topic events to arouse social concern, and strengthen our ability to deal with crisis events. At the same time, in the aspect of advertising strategy, we should excavate our own characteristics, establish unique orientation, create infectious works, and establish emotional contact with tourists. Finally, in the aspect of media strategy, traditional media is still the main position of brand communication in scenic spots. In addition, the role of emerging media, such as the Internet, mobile phones, Weibo and other new media for integrated communication. Only through the integration of various communication channels, Zhangjiajie Tianmen Mountain tourism brand communication can play the greatest effect, Zhangjiajie Tianmen Mountain also in such fierce competition in the tourism market to obtain greater development.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【相似文献】