梅山地区旅游形象建构研究

发布时间：2019-01-17 21:28

【摘要】：旅游活动从本质上来说，是人类对地理空间环境进行选择与体验的一种感知过程，近年来，随着旅游市场竞争愈发激烈，在国内旅游地规划与发展中，“旅游形象”、“旅游项目设计”、“形象定位”等概念开始受到业界的重点关注。梅山地区拥有可以媲美张家界、衡山的富有特色的优质旅游资源，但其旅游形象的建构却相当落后，这在很大程度上制约了当地文化旅游产业的发展。本文拟将梅山文化旅游产业置于地理学、心理学、景观规划学及传播学等多学科的理论视角中，试图运用TDIS模式建构梅山地区的旅游形象系统及旅游形象传播系统。实地调查发现，梅山地区的文化旅游产业开发存在着诸多问题，如文化内涵缺失、互动体验不足、无序发展、产品结构单一等，没有形成明晰、良好的旅游形象和旅游品牌。研究认为，梅山地区旅游产业的发展，必须重视旅游形象的建构。梅山地区旅游形象的构建，首先应对其正确定位，可采用领先定位、空隙定位、联合定位等多种方法，从大众旅游、空间差异等多角度进行定位。然后，通过人-地感知要素形象系统和人-人感知要素形象系统的设计，从整体上完成梅山地区旅游形象感知系统的建构。同时，梅山地区旅游形象的建构还应重视旅游形象的传播系统的设计，通过旅游新闻策划、旅游活动营销等传播策略的实施，从而打造出梅山旅游品牌形象。本文将梅山地区的旅游形象定位为“原始梅山、古韵梅山、风情梅山”，，以期打造出“神秘的蚩尤故里，东方的秀丽梅山”的国际旅游品牌，这对促进梅山地区文化旅游产业健康、有序、快速和可持续发展，具有一定的参考价值。
[Abstract]:In essence, tourism activity is a kind of perceptual process for human beings to choose and experience the geographical space environment. In recent years, with the increasingly fierce competition in the tourism market, in the planning and development of domestic tourist destinations, "tourist image" is becoming more and more important. Tourism project design, image positioning and other concepts began to attract the attention of the industry. Meishan area has high quality tourism resources with characteristics of Zhangjiajie and Hengshan, but the construction of its tourism image is quite backward, which restricts the development of local cultural tourism industry to a great extent. This paper intends to put the Meishan cultural tourism industry in the theoretical perspective of geography, psychology, landscape planning and communication, and try to construct the tourism image system and tourism image transmission system in Meishan area by using TDIS model. The field investigation shows that there are many problems in the development of the cultural tourism industry in Meishan area, such as the lack of cultural connotation, the lack of interactive experience, the disorder development, the single product structure, the lack of clear and good tourism image and the tourism brand. The study believes that the development of tourism industry in Meishan area must attach importance to the construction of tourism image. In order to construct the tourism image in Meishan area, we should firstly locate it correctly. We can use many methods, such as leading position, gap positioning, joint positioning and so on, to locate it from many angles, such as mass tourism, spatial difference and so on. Then, through the design of the image system of the human-land perception elements and the man-person perception factor image system, the overall construction of the tourism image perception system in Meishan area is completed. At the same time, the construction of tourism image in Meishan area should also pay attention to the design of communication system of tourism image, through the implementation of communication strategies such as tourism news planning, tourism marketing, so as to create the tourism brand image of Meishan. In this paper, the tourist image of Meishan region is positioned as "original Meishan, ancient Meishan and amorous feelings", in order to create the international tourism brand of "mysterious hometown of Chiyou and beautiful Meishan of the East". It has certain reference value for promoting the healthy, orderly, rapid and sustainable development of the cultural tourism industry in Meishan area.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;G206

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