基于“过滤器—衰减”原理的省域旅游口号传播作用机理研究
发布时间：2018-09-05 12:44
【摘要】：旅游口号是旅游品牌建设中的重要环节之一,不仅能够灵活地应对市场需求的变化,还能以生动活泼的方式向游客展现旅游目的地的形象和资源。“好客山东”、“北京欢迎你”、“七彩云南”等成功的旅游口号给游客勾画了一幅幅有关地区景色、人文的美好画卷。但是目前市场上旅游口号的设计和宣传还存在着诸多不如意的地方,旅游口号难以真正引起潜在的游客兴趣并转化成实际的购买力。本文主要运用了内容分析法、问卷调查法、比较研究法以及实证研究法,以“过滤器-衰减”理论为研究基础。首先,探讨了旅游口号的概念和功能。其次研究了旅游口号在传播过程中的四大屏障:接触屏障、认知屏障、个性屏障以及客观屏障。以“阳光海南·度假天堂”海南省旅游口号为案例进行问卷调查,通过SPSS19.0软件进行信度效度分析、回归分析、差异性分析,提出了克服四大屏障的途径。最后,本文研究了如何根据旅游品牌战略以及市场环境的变化及时科学地更新旅游口号。研究得出三个层面的结论:首先,旅游口号的概念和作用。旅游口号本质上是广告的一种形式,通过旅游目的地属性信息的传递,引导潜在游客的消费行为。旅游口号具备对内对外的双重作用,不仅能够增强社区居民的地方认同,还能招徕游客,从而在激烈的旅游市场竞争中形成比较优势。其次,旅游口号的传播作用机理。没有经过传播的旅游口号是没有价值的文字的集合,只有通过旅游口号的传播才能实现旅游信息的传递,引导购买行为。旅游口号的传播遵循“过滤器-衰减”原理,要经过接触屏障、认知屏障、个性屏障和客观屏障。(1)接触屏障:绝大部分的省域旅游目的地口号存在知名度较低的情况,旅游口号传播力度不够。目前游客对于旅游口号的了解主要来源于电视媒体、手机和互联网信息,因此旅游口号要突破接触屏障应当增加旅游口号的传播途径。(2)认知屏障:笔者研究了旅游口号语言特征、认知特征、感知度以及作用度四者之间的相关关系。语言特征和认知特征正向影响人们对于旅游口号的感知。旅游口号的语言特征、感知度与旅游口号的作用度之间也存在正相关关系。因此一个能够激发游客的购买行为的旅游口号在语言特征和认知特征上均满足一定的规律。(3)个性屏障:不同的性别、年龄以及学历等人口统计学的特征影响着人们对于旅游口号的感知,行动力度也有所不同。想要突破个性屏障,就需要旅游目的地事先了解自己的旅游客源市场,抓住细分市场,针对细分市场的特点快速定位。(4)客观屏障:客观屏障主要在旅游景区和游客两个方向。从旅游景区层面上说,旅游景区应当提供与旅游口号宣传中相符的服务和资源,不仅有口号,还应当有客观的真实的物质条件供游客消费,这样才能增加游客的满意度。最后,旅游品牌的长期维护和变更管理。旅游口号需要有稳定性,但是并不意味着旅游口号是长期不变的。旅游目的地需要根据省级旅游目的地的旅游品牌战略以及市场环境及时变更。本文的创新点在于借助了“过滤器-衰减”原理研究了旅游口号传播作用机理,将旅游口号从设计到传播的过程进行整合分析,并结合了旅游口号在发展过程中的变更管理的研究,从一个整体的视角去研究旅游口号,以期为省级旅游目的地旅游口号的创建提供科学依据。
[Abstract]:Tourism slogans are one of the important links in the construction of tourism brands. They can not only flexibly cope with the changes of market demand, but also vividly display the image and resources of tourist destinations to tourists. However, there are still many unsatisfactory aspects in the design and propaganda of tourism slogans in the market at present. Tourism slogans can not really arouse the interest of potential tourists and transform into actual purchasing power. Based on the "filter-attenuation" theory, this paper first discusses the concept and function of tourism slogans. Secondly, it studies the four barriers of tourism slogans: contact barrier, cognitive barrier, personality barrier and objective barrier. Through SPSS19.0 software reliability and validity analysis, regression analysis, difference analysis, put forward the way to overcome the four barriers. Finally, this paper studies how to update tourism slogans scientifically and timely according to the changes of tourism brand strategy and market environment. Slogans are essentially a form of advertising, which can guide potential tourists'consumption behavior through the transmission of attribute information of tourist destinations. Tourism slogans have dual functions both at home and abroad, which can not only enhance the local identity of community residents, but also attract tourists, thus forming a comparative advantage in the fierce competition in the tourism market. Tourism slogans are the collection of worthless words. Only through the spread of tourism slogans can the transmission of tourism information be realized and the purchase behavior be guided. (1) Contact barrier: most of the provincial tourism destination slogans have low popularity, and tourism slogans are not disseminated effectively. At present, tourists'understanding of tourism slogans mainly comes from television media, mobile phones and Internet information. Therefore, to break through the contact barrier, tourism slogans should increase the transmission channels of tourism slogans. Knowledge barrier: The author studies the relationship among the linguistic features, cognitive features, perception and function of tourism slogans. Language features and cognitive features have a positive impact on people's perception of tourism slogans. Tourism slogans which can stimulate tourists'purchasing behavior satisfy certain rules in both linguistic and cognitive characteristics. (3) Personality barrier: Different demographic characteristics such as gender, age and educational background affect people's perception of tourism slogans, and the degree of action is also different. (4) Objective barrier: the objective barrier is mainly in the tourist attractions and tourists two directions. From the tourist attractions level, tourist attractions should provide services and resources consistent with the tourism slogan propaganda, not only slogans, but also should be. Finally, the long-term maintenance and change management of tourism brand. Tourism slogans need to be stable, but does not mean that tourism slogans are long-term unchanged. Tourism destinations need to be based on the provincial tourism destination brand strategy and city. The innovation of this paper is to study the mechanism of tourism slogan communication with the aid of the filter-attenuation principle, to integrate the process of tourism slogan from design to dissemination, and to study the tourism slogan from a holistic perspective combined with the research on the change management of tourism slogan in the development process. In order to provide a scientific basis for the establishment of tourism slogans at provincial tourism destinations.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7
[Abstract]:Tourism slogans are one of the important links in the construction of tourism brands. They can not only flexibly cope with the changes of market demand, but also vividly display the image and resources of tourist destinations to tourists. However, there are still many unsatisfactory aspects in the design and propaganda of tourism slogans in the market at present. Tourism slogans can not really arouse the interest of potential tourists and transform into actual purchasing power. Based on the "filter-attenuation" theory, this paper first discusses the concept and function of tourism slogans. Secondly, it studies the four barriers of tourism slogans: contact barrier, cognitive barrier, personality barrier and objective barrier. Through SPSS19.0 software reliability and validity analysis, regression analysis, difference analysis, put forward the way to overcome the four barriers. Finally, this paper studies how to update tourism slogans scientifically and timely according to the changes of tourism brand strategy and market environment. Slogans are essentially a form of advertising, which can guide potential tourists'consumption behavior through the transmission of attribute information of tourist destinations. Tourism slogans have dual functions both at home and abroad, which can not only enhance the local identity of community residents, but also attract tourists, thus forming a comparative advantage in the fierce competition in the tourism market. Tourism slogans are the collection of worthless words. Only through the spread of tourism slogans can the transmission of tourism information be realized and the purchase behavior be guided. (1) Contact barrier: most of the provincial tourism destination slogans have low popularity, and tourism slogans are not disseminated effectively. At present, tourists'understanding of tourism slogans mainly comes from television media, mobile phones and Internet information. Therefore, to break through the contact barrier, tourism slogans should increase the transmission channels of tourism slogans. Knowledge barrier: The author studies the relationship among the linguistic features, cognitive features, perception and function of tourism slogans. Language features and cognitive features have a positive impact on people's perception of tourism slogans. Tourism slogans which can stimulate tourists'purchasing behavior satisfy certain rules in both linguistic and cognitive characteristics. (3) Personality barrier: Different demographic characteristics such as gender, age and educational background affect people's perception of tourism slogans, and the degree of action is also different. (4) Objective barrier: the objective barrier is mainly in the tourist attractions and tourists two directions. From the tourist attractions level, tourist attractions should provide services and resources consistent with the tourism slogan propaganda, not only slogans, but also should be. Finally, the long-term maintenance and change management of tourism brand. Tourism slogans need to be stable, but does not mean that tourism slogans are long-term unchanged. Tourism destinations need to be based on the provincial tourism destination brand strategy and city. The innovation of this paper is to study the mechanism of tourism slogan communication with the aid of the filter-attenuation principle, to integrate the process of tourism slogan from design to dissemination, and to study the tourism slogan from a holistic perspective combined with the research on the change management of tourism slogan in the development process. In order to provide a scientific basis for the establishment of tourism slogans at provincial tourism destinations.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7
【参考文献】
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