基于AIDMA模型的城市旅游营销口号评价要素研究

发布时间：2018-11-11 01:10

【摘要】：在当前国内外竞争激烈的局势下，城市营销已经成为一种城市发展的重要战略手段。而城市旅游作为城市发展的催化剂和加速剂，已成功成为城市对外营销的有力名片之一。城市旅游形象的营销是城市旅游营销的首要内容。城市旅游营销口号作为城市旅游形象核心理念的表现形式，，一方面可以传达城市旅游的资源特色，另一方面能激发潜在旅游者的旅游诉求，以实现城市的旅游经济效益；同时，城市旅游营销口号也是城市旅游定位的一种外在展现，是树立城市旅游品牌的重要手段，是城市旅游企业实施对外营销的重要参考。而城市旅游营销口号的优劣，直接影响着其作用的发挥程度。因此，需要一套完善的评价要素体系，对旅游口号设计进行指导，对已有口号进行评价。文章主要对城市旅游营销口号的相关评价要素进行研究，而相对应的评价方法和评价标准等作为后续研究开展，在本研究中暂且不提。文章在回顾国内外关于城市营销、旅游口号等相关研究成果基础上，以AIDMA受众反应理论为指导，对城市旅游营销口号的内涵进行了界定，并分别阐述了城市旅游营销口号在设计、评价、语言以及效果方面的相关因素。为了深入分析评价城市旅游营销口号的因素，文章结合已有的旅游口号相关研究以及专家意见，归纳总结出评价城市旅游营销口号的6个主要因子（感染力、信服力、可记忆性、可理解性、有效性、吸引力）和34个相关评价要素；然后通过调查问卷法获得调研数据，运用SPSS统计分析软件，以因子分析法为主要分析工具，以分析结果为依据，两次调整要素体系，最后构建成6个维度31个评价要素的城市旅游营销口号的评价要素体系。该体系使得城市旅游形象和旅游资源与旅游口号相结合，为创建更优秀、更有效的旅游营销口号提供参考，同时也为城市旅游口号的传播提出指导意见。最后选取231个中国优秀旅游城市的297个旅游营销口号，以这些旅游口号为样本，分析现有城市旅游营销口号的创意模式、常见问题，在此基础上，依据创建的城市旅游营销口号评价要素体系，指出城市在创建旅游营销口号过程中的策略以及旅游营销口号在传播过程中的策略。城市旅游营销口号是城市旅游品牌形象树立的必要手段，评价体系的创建，直接为口号的设计、评选和传播提供参考意见；为整合城市旅游资源、优化城市旅游形象提供了一个实施方向；有利于充分调动城市旅游企业等相关主体的积极性，推动城市旅游业和城市建设同步发展；同时也为中国优秀旅游城市的后期发展和形象维护提供借鉴。
[Abstract]:In the current situation of fierce competition at home and abroad, urban marketing has become an important strategic means of urban development. As a catalyst and accelerator of urban development, urban tourism has become one of the most powerful business cards of urban external marketing. The marketing of city tourism image is the primary content of city tourism marketing. As the expression form of the core idea of urban tourism image, city tourism marketing slogan can convey the resource characteristics of urban tourism on the one hand, and stimulate the tourism demands of potential tourists on the other hand, in order to realize the city's tourism economic benefits; At the same time, the slogan of urban tourism marketing is also an external display of urban tourism positioning, an important means to establish urban tourism brand, and an important reference for urban tourism enterprises to carry out external marketing. The advantages and disadvantages of city tourism marketing slogan directly affect its function. Therefore, a set of perfect evaluation elements system is needed to guide the design of tourism slogans and evaluate the existing slogans. This paper mainly studies the relevant evaluation elements of urban tourism marketing slogan, and the corresponding evaluation methods and evaluation criteria are carried out as follow-up research, which is not mentioned in this study. Based on the review of domestic and international research achievements on urban marketing and tourism slogan, the connotation of urban tourism marketing slogan is defined under the guidance of AIDMA audience response theory. It also explains the factors related to the design, evaluation, language and effect of the city tourism marketing slogan. In order to deeply analyze and evaluate the factors of city tourism marketing slogan, the article summarizes six main factors (appeal, convincing force) of city tourism marketing slogan, combined with the existing tourism slogan related research and expert opinion. Memory, comprehensibility, validity, attractiveness) and 34 relevant evaluation elements; Then through the questionnaire method to obtain the survey data, using SPSS statistical analysis software, factor analysis as the main analysis tool, based on the analysis results, twice adjust the system of elements, Finally, the evaluation elements system of urban tourism marketing slogan is constructed, which consists of 6 dimensions and 31 evaluation elements. The system makes the city tourism image and tourism resources combine with the tourism slogan, and provides reference for the creation of better and more effective tourism marketing slogan, and also provides guidance for the dissemination of city tourism slogan. Finally, 297 tourism marketing slogans of 231 excellent tourist cities in China are selected, which are taken as samples to analyze the creative mode and common problems of the existing city tourism marketing slogans, on the basis of which, According to the evaluation elements system of city tourism marketing slogan, this paper points out the strategy of city in the process of creating tourism marketing slogan and the strategy of tourism marketing slogan in the process of dissemination. City tourism marketing slogan is a necessary means to set up a city tourism brand image, the establishment of evaluation system, directly for the slogan design, selection and dissemination of reference; It provides an implementation direction for the integration of urban tourism resources and the optimization of urban tourism image, and is conducive to fully mobilizing the enthusiasm of urban tourism enterprises and other related subjects, and promoting the simultaneous development of urban tourism and urban construction. At the same time, it also provides reference for the later development and image maintenance of China's excellent tourist cities.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F713.5

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