吉林省旅游形象的特色传播研究

发布时间：2018-03-31 05:12

本文选题：旅游形象　切入点：旅游形象的传播　出处：《吉林大学》2011年硕士论文

【摘要】：多年来,吉林省的旅游业保持了持续、稳定、快速的发展势头,如今已经成为其省内国民经济的支柱产业。尽管成绩斐然,但是在吉林旅游发展之路上中仍存在诸多需要深入研究和思考的难题,如何更好的传播和提升吉林省旅游形象,进一步扩大吉林省旅游的知名度和吸引力,就是其中之一。本文从传播学的角度出发,结合已有的研究成果,运用传播学、广告学、旅游学、旅游策划学、市场营销学等相关学科的理论,对吉林省旅游形象传播的相关问题进行了一定程度的研究与探讨。全文主要内容及主要观点如下: 一、绪论。首先介绍了本文的研究背景及意义,接着介绍了国内外对于旅游形象的研究状况,然后介绍了吉林省旅游形象的研究现状,最后说明了本文的研究思路及结构框架。二、什么是吉林省旅游形象。探讨旅游形象定义与构成,并对吉林省旅游形象进行界定,将吉林省旅游形象分为自然条件、人文历史条件与旅游基础条件三个方面,分别加以描述。然后探讨了旅游形象的塑造问题,提出在做好旅游内部建设的基础上,要重视传播推广工作的重要作用。三、吉林省旅游形象的传播理论思考。对于旅游形象传播及传播过程模式进行了探讨,结合传播学中相关的传播过程模式,提出了吉林省旅游形象传播模型,并对其展开了具体的分析。四、吉林省旅游形象传播现状分析。对吉林省旅游形象传播现状进行总体性描述,重点强调了近年来取得的发展与进步。同时指出传播中存在的问题与不足,并做出分析。文中指出,吉林省旅游形象传播工作中存在宣传力度不足,传播方式缺乏整合;宣传主题不明确,传播内容缺乏整合;忽视信息反馈与效果监测等一系列的问题,并且从旅游内部建设和外部传播推广两个方面分析了原因。五、吉林省旅游形象的传播发展探讨。此部分以传播推广工作为主线,分别对吉林省旅游的内部建设、传播推广的原则和传播策略,提出了实际的建议。文中认为吉林省旅游的内部建设是旅游形象传播的前提与基础。并提出整合省内旅游资源,明确旅游形象定位;完善旅游机制,创新旅游产品;加强省际交流与联合;新建大型旅游项目,完善旅游相关产业的建议。对于吉林省旅游形象传播推广方面,文中提出了相关传播原则及具体传播策略。传播原则为:注重塑造吉林省的旅游品牌,突出吉林省的地方特色,强化以人为本的理念;传播策略为对媒体的利用、广告方法、公关设计、赛会节庆活动、人际传播、旅游商品传播等。六、结论部分。对本文的主要内容和观点进行了总结,同时展望了未来吉林省旅游形象传播的发展方向。
[Abstract]:For many years, the tourism industry of Jilin Province has maintained a sustained, stable and rapid development momentum, and has now become the pillar industry of the national economy of Jilin Province.Despite the outstanding achievements, there are still many difficult problems that need to be deeply studied and pondered on the road of Jilin tourism development. How to better spread and promote the tourism image of Jilin Province, and further expand the popularity and attraction of Jilin Province tourism,Is one of them.In this paper, from the perspective of communication, combined with the existing research results, the use of communication, advertising, tourism, tourism planning, marketing and other related disciplines theory,This paper studies and discusses the related problems of tourism image communication in Jilin Province to a certain extent.The main contents and points of view are as follows:First, introduction.This paper first introduces the research background and significance of this paper, then introduces the domestic and foreign research on tourism image, then introduces the current situation of tourism image research in Jilin Province, and finally explains the research ideas and structure of this paper.Second, what is Jilin Province tourism image.This paper probes into the definition and composition of tourism image, and defines the tourism image of Jilin Province. The tourism image of Jilin Province is divided into three aspects: natural condition, humanistic historical condition and tourism basic condition.Then it discusses the problem of shaping tourism image, and puts forward that we should pay attention to the important role of spreading and popularizing on the basis of doing well the inner construction of tourism.Third, Jilin Province tourism image dissemination theory thinking.This paper probes into the mode of tourism image communication and its process, and puts forward the model of Jilin province tourism image communication, and analyzes it concretely.Fourth, Jilin Province tourism image dissemination present situation analysis.This paper describes the present situation of tourism image communication in Jilin Province, and emphasizes the development and progress made in recent years.At the same time, points out the problems and shortcomings in communication, and makes an analysis.The paper points out that there are a series of problems in the communication of tourism image in Jilin Province, such as insufficient propaganda, lack of integration of communication methods, unclear themes, lack of integration of communication contents, neglect of information feedback and effect monitoring, etc.And from the tourism internal construction and external spread of the two aspects of the analysis of the reasons.Fifth, Jilin Province tourism image transmission development.This part takes the communication and promotion work as the main line, respectively to Jilin Province tourism internal construction, the dissemination promotion principle and the dissemination strategy, has put forward the actual proposal.This paper thinks that the internal construction of Jilin Province tourism is the premise and foundation of tourism image transmission.It also puts forward some suggestions on integrating tourism resources, defining tourism image orientation, perfecting tourism mechanism, innovating tourism products, strengthening inter-provincial communication and association, establishing large-scale tourism projects and perfecting tourism-related industries.As to the promotion of tourism image communication in Jilin Province, this paper puts forward the relevant communication principles and specific communication strategies.The communication principles are as follows: focus on shaping the tourism brand of Jilin Province, highlight the local characteristics of Jilin Province, strengthen the concept of people-oriented; Communication strategy for the use of the media, advertising methods, public relations design, competition festival activities, interpersonal communication,Travel commodities, etc.VI. Conclusion.This paper summarizes the main contents and viewpoints of this paper, and looks forward to the future development direction of tourism image communication in Jilin Province.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F592.7

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