旅游景区公关传播策略研究

发布时间：2018-06-22 09:10

本文选题：旅游景区 + 公共关系　；参考：《华中科技大学》2006年硕士论文

【摘要】： 现代旅游业风生水起,以景区为主体的市场竞争日趋激烈。景区的公关传播活动作为一种竞争的利器越来越受到重视。如何利用传播学理论去科学的分析、规划景区公关行为是一个值得研究的领域,具有重大的应用价值。本课题主要对旅游景区公关传播活动的作用、方法及传播策略进行了研究,并重点对景区公关传播活动的传播策略进行了深入的探讨。全文共分为三章。第一章提出旅游景区现存问题,并指出研究的目的及意义。就我国目前大多数旅游企业而言,在景区营销方面仍存在许多问题,特别是在对于推动作用较大的公关活动的策划设计和执行方面。塑造旅游景区良好形象,有力打造景区品牌成为各大旅游景点亟需解决的问题。而公关传播正是最有效解决问题的手段之一。第二章主要探讨公关传播对旅游景区的主要作用以及旅游景区公关传播方法。公关传播的主要作用在于树立景区品牌形象以及维系景区内外关系。除了利用大众传媒进行景区公关传播外,景区公关传播方法还包括制作宣传产品、参与各种会展、网络公关传播、设驻外办事处。第三章是本文的重点,主要对旅游景区公关传播策略进行探讨。旅游景区公关传播策略主要包括五种,分别是公共关系广告策略、公共关系专题活动策略、媒体事件策略、公关促销策略、危机公关策略。
[Abstract]:The market competition of scenic spot is becoming more and more fierce. As a competitive weapon, public relations communication activities in scenic spots have been paid more and more attention. How to use the theory of communication to scientifically analyze and plan the public relations behavior of scenic spots is a field worthy of study and has great application value. This paper mainly studies the role, methods and communication strategies of public relations communication activities in scenic spots, and probes into the communication strategies of public relations communication activities in scenic spots. The full text is divided into three chapters. The first chapter puts forward the existing problems of tourist attractions, and points out the purpose and significance of the study. As far as most tourism enterprises in our country are concerned, there are still many problems in the marketing of scenic spots, especially in the planning, design and execution of public relations activities which play an important role in promoting them. To create a good image and brand of scenic spots is an urgent problem to be solved. Public relations communication is one of the most effective means to solve the problem. The second chapter mainly discusses the main role of public relations communication on scenic spots and the methods of public relations communication. The main function of public relations communication lies in setting up the brand image of scenic spot and maintaining the relationship between inside and outside scenic spot. In addition to using mass media to spread public relations in scenic spots, the methods of public relations communication in scenic spots include making propaganda products, participating in various exhibitions, spreading public relations online, and setting up offices abroad. The third chapter is the focal point of this paper, mainly discusses the public relations communication strategy of tourist attractions. There are five kinds of public relations communication strategies, which are public relations advertising strategy, public relations special activity strategy, media event strategy, public relations promotion strategy and crisis public relations strategy.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F592;G206

【引证文献】