微电影在云南少数民族地区旅游目的地形象推广中的应用研究

发布时间：2018-04-03 21:20

本文选题：微电影　切入点：少数民族地区　出处：《云南艺术学院》2017年硕士论文

【摘要】：新型的传播营销工具——微电影网络传播在消费者购买旅游产品决策、购买意愿等方面具有明显的影响。本文从云南少数民族地区旅游目的地微电影的网络传播与影响国内外消费者旅游态度的角度出发,选取云南少数民族地区具有代表性的和笔者亲身经历拍摄过的以旅游目的地形象推广为目标的微电影的案例进行实证研究。本文首先对云南少数民族地区的景点是否能作为微电影网络传播的对象进行了初步筛选,再通过网络调查和小规模的访谈为基础,来探寻微电影网络传播在旅游目的地形象推广中的作用。最后试图找出微电影网络传播影响力的普遍性规律,并致力于发现其原因与作用机制,以及为云南少数民族地区旅游目的地的形象推广做出策略性的建议。
[Abstract]:Microfilm network communication, a new communication marketing tool, has obvious influence on consumers' decision making and willingness to buy tourism products.This article starts from the angle of the network dissemination of the micro-film of the tourism destination in Yunnan minority area and the influence of the domestic and foreign consumer's traveling attitude.In this paper, a case study of micro-film with the aim of promoting the image of tourist destination is carried out in Yunnan ethnic minority areas and the author has personally experienced the case study of the micro-film which is aimed at promoting the image of the tourist destination.This paper firstly selects whether the scenic spots in the minority areas of Yunnan can be used as the objects of microfilm network dissemination, and then through the network investigation and small-scale interviews as the basis,To explore the role of micro-film network communication in the promotion of tourism destination image.In the end, the author tries to find out the universal law of the influence of microfilm network communication, and to find out the causes and mechanism of the influence, and to make strategic suggestions for the promotion of the image of the tourist destination in the minority areas of Yunnan Province.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943;F592.7

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