济南城市旅游形象研究

发布时间：2018-03-28 16:09

本文选题：城市旅游形象　切入点：济南市　出处：《山东大学》2009年硕士论文

【摘要】： 随着经济的发展、社会的进步、人们观念的更新,旅游已成为我国居民消费的新热点。旅游作为一个产业,正以其特有的旺盛生命力和巨大的市场开发潜力,越来越显示出其良好的发展前景。21世纪,中国旅游市场进入到形象竞争时代。旅游形象的塑造和传播,在某种程度上意味着经济效益和市场范围的扩张,它是激发游客出游的关键驱动因子,是旅游城市的巨大财富和无形资产。因此伴随着旅游城市间竞争的日趋激烈,城市旅游形象的塑造与传播日益引起人们的重视。在旅游市场竞争日益激烈的今天,城市旅游形象是城市的一笔宝贵无形资产,是城市的旅游品牌。而与北京、深圳等旅游形象策划比较成功的城市相比,济南市的旅游形象不够鲜明突出、吸引力不够,同时相关配套设计、宣传力度等又不充分,这大大影响了济南作为省会城市在国内外游客心中的地位,影响了济南市旅游业的进一步发展,更使济南市的商务交流、吸引外资工作受到了一定的局限,从而对本地区改革开放和经济建设带来一定影响。本文以济南城市旅游形象作为研究对象,目的在于为济南设计一个富有吸引力的旅游形象,以推动济南旅游业的发展。全文主要采用实证研究方法,依据旅游地形象策划的基本理论和方法,对济南旅游形象进行系统设计。本文具体内容如下: 绪论部分主要包括论文的选题意义、国内外城市旅游形象研究进展综述以及主要的研究方法。第一部分对城市旅游形象理论进行分析,包括城市旅游形象相关概念分析、城市旅游形象的影响因素与层次体系、对城市旅游形象系统进行了梳理,为下文济南城市旅游形象的定位、设计以及推广奠定基础。第二部分通过对济南城市旅游形象定位的背景分析,基于国内游客对济南的城市旅游形象的市场受众调查以及对济南市民的调查,结合城市旅游形象竞争市场分析,最终对济南市的旅游形象定位并提出宣传口号。第三部分在旅游形象定位的基础上借助人——地环境认知这一基础理论,从人——地感知形象设计、人——人感知形象设计以及感知形象设计及建设的重点几方面进行济南城市旅游形象设计,并提出进行形象设计时需要注意的环节。第四部分在确定济南城市旅游形象策略的前提下,又推出了公关推广、网络营销、广告促销、文化营销等几个具体的推广手段,并希望结合节事旅游、会展旅游这样的推广时机能够把济南城市旅游形象较好的推广传播出去。最后一部分是本文的结语,总结概括了全文的主要观点、结论。
[Abstract]:With the development of economy, the progress of society and the renewal of people's concept, tourism has become a new hot spot of Chinese residents' consumption. As an industry, tourism is developing with its unique vitality and huge market development potential. More and more shows its good development prospect. In the 21st century, China's tourism market has entered the era of image competition. The shaping and spreading of tourism image, to some extent, means the expansion of economic benefits and market scope. It is the key driving factor to stimulate tourists to travel, and the great wealth and intangible assets of tourist cities, so with the increasingly fierce competition among tourist cities, people pay more and more attention to the shaping and dissemination of urban tourism image. In today's increasingly competitive tourism market, urban tourism image is a valuable intangible asset of a city and a tourist brand of a city. Compared with cities such as Beijing and Shenzhen, where tourism image planning is relatively successful, Jinan's tourism image is not bright enough, not attractive enough, at the same time related supporting design, propaganda and so on are not enough. This has greatly affected the status of Jinan, as the capital city, in the hearts of domestic and foreign tourists. It affects the further development of Jinan's tourism, makes Jinan's business exchange, attracts foreign capital work to be limited, thus brings certain influence to the region's reform and opening up and economic construction. The purpose of this paper is to design an attractive tourism image for Jinan in order to promote the development of Jinan tourism. According to the basic theory and method of tourism destination image planning, this paper designs the tourism image of Jinan systematically. The introduction part mainly includes the significance of the thesis, the research progress and the main research methods of the urban tourism image at home and abroad. The first part analyzes the theory of urban tourism image, including the related concepts of urban tourism image, the influencing factors and hierarchy system of urban tourism image, and combs the system of urban tourism image. For the following Jinan city tourism image positioning, design and promotion laid a foundation. The second part through the background analysis of the positioning of Jinan city tourism image, based on the domestic tourists of Jinan city tourism image market audience survey and Jinan citizens survey, combined with the city tourism image competition market analysis. Finally, the tourism image of Jinan positioning and proposed propaganda slogans. The third part is based on the tourism image positioning, with the help of the basic theory of human-land environment cognition, from the human-land perception image design, The design of the human-human perception image and the key points of the design and construction of the perceived image are carried out in Jinan city tourism image design, and the links needing attention in the image design are put forward. The fourth part, on the premise of determining Jinan city tourism image strategy, introduces several specific promotion methods, such as public relations promotion, network marketing, advertising promotion, cultural marketing and so on, and hopes to combine with festival tourism. Exhibition tourism such as the opportunity to promote Jinan city tourism image is better spread out. The last part is the conclusion of this paper, summing up the main points of view and conclusions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7

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