建水旅游形象研究

发布时间：2018-08-16 13:33

【摘要】：随着全球化的到来,行业间的竞争将变得越来越激烈,具体表现在对产品质量、服务质量、技术质量,乃至组织的整体综合实力形象优劣程度的竞争。旅游作为二十一世纪人类重要的活动之一,对世界各国第三产业的崛起具有不可忽略的力量,旅游业健康有序的良好形象对旅游者选择旅游目的地具有非常重要的作用。改革开放以来,我国的旅游业得到了蓬勃发展,旅游目的地的开发、管理等体制不断深化,各地方政府、民间组织和社会成员对开展当地的旅游业都显示出极高的积极性。同时,随着旅游目的地的增多,各地开展旅游活动将面临巨大的市场挑战。在此背景下,塑造一个鲜明独特又符合当地实际情况的旅游形象有助于增强该旅游地的综合竞争力,在旅游者进行旅游决策的过程中起着相当重要的促进作用。建水作为云南边陲的一座历史文化名城,自开展旅游业以来,逐渐面临着旅游资源组合不合理、旅游管理措施不到位、旅游环境破坏严重、客源竞争激烈等问题。面对诸多问题,面对竞争激烈的市场环境,建水想要在省内,乃至全国的旅游业发展中占有一席之地,必须积极采取应对措施,探索发展思路、确立新对策。为此,本文运用公共关系学、组织形象学、人文地理学、自然地理学、旅游心理学、社会学、营销学等众多学科的相关内容,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,为建水旅游形象的现状和重构做了深入的调查研究。首先,本文对建水旅游现状进行了综合性调查分析,了解地理文脉,把握区域人文背景,进而掌握建水境内的景区概况。建水的自然资源和人文资源是该地旅游发展的前提和基础,所以本文在调查中,对建水旅游资源有了全面的认识和很好的把握。其次,在对建水旅游形象调查中,运用了问卷设计与数据搜集,数据统计的调研方法,经过编辑、分析、整理数据,获得建水旅游的各评价项目的旅游感知和满意等级隶属度,测定游客对建水旅游现状的满意度。通过分析总结满意度,了解到建水旅游现状的优缺点,从而做出有针对性分析的建水旅游形象定位。再次,对建水旅游形象的定位,着力突出建水的历史文化特色,结合建水诸多古老建筑和自然景观,塑造建水具有竞争力和可持续发展能力的良好旅游形象。最后,对建水旅游形象的传播和管理提出了诸如广告策划、公共策划、网络媒体的运用等诸多可行性建议。
[Abstract]:With the advent of globalization, the competition among industries will become more and more fierce, which is manifested in the competition of product quality, service quality, technical quality, and even the image of the overall strength of the organization. As one of the important activities of human beings in the 21 century, tourism plays an important role in the development of the tertiary industry in the world, and the healthy and orderly image of tourism plays a very important role in tourists' choice of tourist destination. Since the reform and opening up, tourism in China has been booming, tourism destination development, management and other systems continue to deepen, local governments, civil society organizations and members of the community have shown a high level of enthusiasm for the development of local tourism. At the same time, with the increase of tourist destinations, local tourism activities will face huge market challenges. Under this background, it is helpful to strengthen the comprehensive competitiveness of the tourist destination and play a very important role in the process of tourism decision making. Jianshui, as a historical and cultural city in Yunnan border, has been faced with some problems such as irrational combination of tourism resources, inadequate tourism management measures, serious damage to tourism environment and fierce competition of tourist resources since the development of tourism industry. In the face of many problems and the fierce market environment, if Jianshui wants to have a place in the development of tourism in the province and even in the whole country, it is necessary to take active measures, explore the development ideas and establish new countermeasures. Therefore, this paper applies the relevant contents of public relations, organizational image, humanistic geography, natural geography, tourism psychology, sociology, marketing and so on, to qualitative analysis and quantitative analysis of theoretical and empirical studies. Combined with data collection and field investigation, this paper makes a deep investigation and study on the present situation and reconstruction of Jianshui tourist image. Firstly, this paper makes a comprehensive investigation and analysis on the present situation of Jianshui tourism, understands the geographical context, grasps the regional humanistic background, and then grasps the general situation of the scenic spots in Jianshui. The natural resources and human resources of Jianshui are the premise and foundation of tourism development, so this paper has a comprehensive understanding and a good grasp of the tourism resources of Jianshui in the investigation. Secondly, in the investigation of Jianshui tourism image, we use questionnaire design and data collection, data statistics research method, through editing, analysis, collation of data, get the tourism perception and satisfaction grade membership of Jianshui tourism evaluation items. The satisfaction of tourists to the present situation of Jianshui tourism was measured. Through the analysis and summary of satisfaction, we know the advantages and disadvantages of Jianshui tourism, and make a targeted analysis of Jianshui tourism image positioning. Thirdly, positioning the tourism image of Jianshui, focusing on the historical and cultural characteristics of Jianshui, combining with many ancient buildings and natural landscape of Jianshui, shaping the good tourism image of Jianshui with competitive and sustainable development ability. Finally, some feasible suggestions such as advertising planning, public planning and the use of network media are put forward for the dissemination and management of Jianshui tourism image.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F592.7

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