区域旅游形象绩效评估研究

发布时间：2018-06-21 10:14

本文选题：区域旅游形象 + 旅游形象绩效　；参考：《华东师范大学》2007年硕士论文

【摘要】： 伴随着形象时代的来临，形象成为一个引人注目的问题。国内区域旅游规划在经过资源导向和市场导向的旅游规划之后，开始出现一种新的以旅游地形象为导向的规划思想。面对国内各级区域不惜巨资进行旅游形象策划的高潮，对区域旅游形象所产生的绩效进行评估，维护区域旅游形象策划合理进行及形象的正确使用，提升区域旅游形象绩效，促进区域旅游形象设计目标的实现，加强区域旅游形象管理，成为区域旅游形象发展中急需研究的重大理论和实践性命题。基于此，本文在综合分析近年来国内外旅游形象研究文献的基础上，综合借鉴人文地理学、旅游地理学、心理学、市场营销学、广告学及传播学等多学科的理论基础，构建了一套较为完整的区域旅游形象绩效评估指标体系，并利用该指标体系对长江流域12省(自治区、直辖市)旅游形象绩效进行了评估，在此基础上提出了提升区域旅游形象绩效的对策和建议。全文共五章：第一章是绪论。主要对论文研究的背景、意义、国内外相关研究状况以及论文的基本思路和框架进行了阐述。第二章是理论基础。旅游生命周期理论、距离衰减理论、注意的选择认知理论、旅游形象生成与传播理论、营销传播学理论为本研究提供了大量的理论支撑。第三章是概念辨析及评估指标体系建立。对区域旅游形象绩效等相关概念进行了辨析，认为区域旅游形象绩效包括认知绩效、管理绩效、传播绩效及市场绩效四个要素，提出了旅游形象绩效指数的概念，在分析的基础上建立了一套较为完整的区域旅游形象绩效评估指标体系。第四章是长江流域省区旅游形象绩效评估的实证研究。利用建立的区域旅游形象绩效评估指标体系，通过相关统计及调查数据，对长江流域12省区旅游形象绩效进行了评估，并就如何提升区域旅游形象绩效提出了相关对策建议。第五章是结论。总结了区域旅游形象绩效评估研究的主要结论，并提出了后续需要进一步研究的问题。
[Abstract]:With the advent of the image age, image has become a noticeable problem. After the resource oriented and market oriented tourism planning in China, a new planning idea based on the image of tourist destination appears. In the face of the climax of tourism image planning at all levels in China, the paper evaluates the performance of regional tourism image, maintains the rational planning and correct use of regional tourism image, and promotes the performance of regional tourism image. To promote the realization of regional tourism image design goal and strengthen the management of regional tourism image has become an important theoretical and practical proposition in the development of regional tourism image. Based on this, based on the comprehensive analysis of domestic and foreign literature on tourism image in recent years, this paper draws on the theoretical basis of human geography, tourism geography, psychology, marketing, advertising and communication, etc. A set of regional tourism image performance evaluation index system is constructed, and the tourism image performance of 12 provinces (autonomous regions, municipalities directly under the Central Government) in the Yangtze River Valley is evaluated by the index system. On this basis, the paper puts forward the countermeasures and suggestions to improve the performance of regional tourism image. The first chapter is introduction. The background, significance, domestic and international research status and basic ideas and framework of the paper are expounded. The second chapter is the theoretical basis. Tourism life cycle theory, distance attenuation theory, selective cognitive theory of attention, tourism image generation and communication theory, marketing communication theory provide a large number of theoretical support for this study. The third chapter is the concept discrimination and evaluation index system establishment. This paper analyzes the related concepts of regional tourism image performance, and points out that regional tourism image performance includes four factors: cognitive performance, management performance, communication performance and market performance, and puts forward the concept of tourism image performance index. Based on the analysis, a set of regional tourism image performance evaluation index system is established. The fourth chapter is an empirical study on the tourism image performance evaluation of the Yangtze River Valley province. Using the established regional tourism image performance evaluation index system, through the relevant statistics and survey data, this paper evaluates the tourism image performance of 12 provinces and regions in the Yangtze River Basin, and puts forward relevant countermeasures and suggestions on how to improve the regional tourism image performance. Chapter five is the conclusion. This paper summarizes the main conclusions of the research on the performance evaluation of regional tourism image, and points out the problems that need further study.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F590;F224

【相似文献】