山西旅游形象策划与传播

发布时间：2018-05-21 07:05

本文选题：山西 + 旅游　；参考：《辽宁师范大学》2009年硕士论文

【摘要】： 山西是中华文明的发祥地之一,悠久的历史留下众多的文化遗产,博大丰厚,无论种类、数量还是品位均居全国前列,现已公布的各级文物保护单位近万处。山西地形地貌复杂、河流山川众多,其拥有国家级森林公园18处,国家级自然保护区4处,国家级风景名胜区5处,具有较高价值的自然旅游资源。然而山西旅游经济的发展在全国处于落后地位,导致这种状况的原因,除了客观存在的自身经济基础薄弱,旅游业发展起步晚等原因,对山西旅游形象认识不足,缺乏对其的深入挖掘,准确定位,从而在旅游形象传播上表现出许多问题,直接影响了山西旅游经济的持续健康发展。因此深入挖掘旅游形象内涵,准确定位,拓宽传播渠道,是山西旅游发展的重中之重。本文的研究立足于把理论研究和实证研究、定性分析和定量分析、资料收集和实地调查结合起来,对山西旅游形象做了深入的调查分析。首先,对山西旅游进行了综合性分析,了解地理文脉,把握区域人文背景,进而掌握山西景区概况。资源是旅游发展的前提和基础。对资源有全面准确的认识才能很好的把握资源。其次分析山西旅游形象调查,运用了问卷设计与数据搜集,数据统计的调研方法,另外运用MicrosoftExcel软件技术编辑整理数据,同时通过加权、求和、均值等方法,计算要素总和、比重、等级隶属度。为了使数据分析有效可行,本文采用模糊分析法分析原始数据,获得山西省旅游各评价项目的旅游感知和满意等级隶属度,运用游客满意度(CSD)综合模糊判断模型,测定游客对山西省的旅游感知满意度。通过分析满意度了解山西旅游的优缺点,有针对性分析定位。再次对山西旅游形象的定位,着力突出山西的人文特色,结合山西地上文物最多和晋商历史悠久为核心,突出体现文物特色和晋商文化的主打品牌这一理念,山西的旅游形象应该定位为“华夏文博馆,晋商发源地”。另外对山西晋北,晋中,晋南三区分别定位。最后对山西旅游形象的传播提出了诸如,广告策划,公共策划,网络媒体等诸多可行性建议。
[Abstract]:Shanxi is one of the birthplaces of Chinese civilization, with a long history of leaving numerous cultural heritage, rich, regardless of type, quantity or grade of the forefront of the country, has been announced at all levels of cultural relics protection units nearly ten thousand. Shanxi has 18 national forest parks, 4 national nature reserves and 5 national scenic spots. It has high value natural tourism resources. However, the development of Shanxi's tourism economy is in a backward position in the whole country, which is caused by the fact that, apart from the weakness of its own economic base and the late start of tourism development, the tourism image of Shanxi is not well understood. The lack of deep excavation and accurate positioning of the tourism image shows many problems which directly affect the sustainable and healthy development of Shanxi tourism economy. Therefore, it is the most important for Shanxi tourism development to dig deeply the connotation of tourism image, to locate accurately and to widen the channel of communication. The research of this paper is based on the combination of theoretical and empirical research, qualitative analysis and quantitative analysis, data collection and field investigation, and makes an in-depth investigation and analysis of Shanxi tourism image. First of all, the comprehensive analysis of Shanxi tourism, understand the geographical context, grasp the regional cultural background, and then grasp the general situation of Shanxi scenic area. Resources are the premise and foundation of tourism development. To have a comprehensive and accurate understanding of resources in order to grasp the resources very well. Secondly, the author analyzes the investigation of Shanxi tourism image, using questionnaire design and data collection, data statistics research method, in addition, using MicrosoftExcel software technology to edit and organize the data, at the same time through weighting, summation, mean and other methods to calculate the sum of the elements. Specific gravity, grade membership. In order to make the data analysis effective and feasible, this paper uses the fuzzy analysis method to analyze the original data, obtains the tourism perception and satisfaction grade membership degree of each evaluation item of Shanxi Province, and uses the comprehensive fuzzy judgment model of tourist satisfaction degree (CSD). The satisfaction of tourist perception to Shanxi Province was measured. Through the analysis of satisfaction to understand the advantages and disadvantages of Shanxi tourism, targeted analysis of positioning. Once again, the positioning of Shanxi tourism image, the focus on Shanxi's humanistic characteristics, the combination of Shanxi's most cultural relics on the ground and Shanxi's long history as the core, highlights the concept of embodying the cultural relic characteristics and the main brand of Shanxi merchants' culture. The tourist image of Shanxi should be positioned as "Huaxia Art Museum, the birthplace of Shanxi merchants." In addition, Shanxi Jinbei, Jinzhong, southern Shanxi three regions respectively positioning. Finally, the author puts forward some feasible suggestions such as advertisement planning, public planning, network media and so on.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7

【引证文献】