旅游目的地影视营销研究
发布时间：2018-11-07 07:40
【摘要】： 国家统计局统计结果表明:2006年,我国入境旅游达到12494.21万人次,旅游外汇收入达到339.49亿美元,国内旅游13.94亿人次,旅游收入6229.74亿元,国际国内旅游总收入达到了8935.48亿元①,我国仍然是世界上第四大入境旅游接待国、世界上最大的国内旅游市场和亚洲第一大出境旅游市场。这一切都表明,我国旅游业经过几十年的快速发展取得了巨大的成就,同时也说明今后旅游业的发展将更加迅速,旅游目的地之间的竞争将更加激烈。目前,许多旅游地政府都将旅游业作为支柱产业和重要产业大力扶持,旅游目的地的建设、运营成为各地刺激经济增长的重要工作内容之一。为了在激烈的市场竞争中立于不败之地,各旅游目的地竭尽全力进行各种宣传促销。近几年,影视剧在塑造现代消费者行为方面起着越来越重要的作用,尤其在旅游消费领域,这种现象更加明显。由于电影、电视剧的热播而使旅游目的地旅游接待人数迅速激增的例子比比皆是。影视作品对旅游目的地的营销作用受到了旅游业各界人士的关注,旅游目的地影视营销成为国内外理论研究的新热点,然而目前的研究成果不多。在影视营销的影响方面,有些专家或学者已经进行了充分的论证和深入的研究,但是有关旅游目的地影视营销的策划原则、影视营销的应用模式以及影视营销的传播策略等方面,研究工作仍处于探索阶段。 本文在综合了国内外专家、学者研究成果的基础上,运用文献综合研究法、数据统计分析法及案例法,对旅游目的地影视营销进行了系统的研究。首先讨论了旅游目的地借助于影视剧营销的内涵,分析了旅游目的地影视营销的特征即传播范围广、展现时间长、刺激性强、特技效果佳、艺术魅力久,阐述了旅游目的地借影视营销的发展历程和影响;接着探讨了旅游目的地影视营销的策划原则和模式,策划原则即以文化内涵为灵魂、以资源保护为前提、以明星阵容为后盾、以效益最大化为目标,模式即指开发模式、强化模式、创新模式和拓展模式;最后提出了旅游目的地影视营销的传播策略,即旅游广告、旅游营业推广和旅游公关。
[Abstract]:The statistical results of the National Bureau of Statistics show that in 2006, the number of inbound tourism in China reached 124.9421 million, the foreign exchange income of tourism reached 33.949 billion US dollars, the domestic tourism 1.394 billion people, the tourism income 622.974 billion yuan. The total international and domestic tourism income has reached 893.548 billion yuan, and China is still the fourth largest inbound tourism host country in the world, the largest domestic tourism market in the world and the largest outbound tourism market in Asia. All this shows that after decades of rapid development of tourism in China has made great achievements, but also shows that the future development of tourism will be more rapid, the competition between tourism destinations will be more intense. At present, many tourism governments have made tourism as a pillar industry and an important industry to support, and the construction and operation of tourism destination has become one of the important contents of stimulating economic growth. In order to be invincible in the fierce market competition, all tourist destinations make every effort to promote and promote. In recent years, movies and TV plays an increasingly important role in shaping modern consumer behavior, especially in the field of tourism consumption. The popularity of movies and TV plays has led to a rapid surge in tourist reception at tourist destinations. The role of film and television works in the marketing of tourism destinations has attracted the attention of people from all walks of life in the tourism industry. The film and television marketing of tourism destinations has become a new focus of theoretical research at home and abroad. However, there are few research results at present. In terms of the impact of film and television marketing, some experts or scholars have already conducted sufficient argumentation and in-depth research, but the planning principles of film and television marketing in tourism destinations, The application mode of film and television marketing and the communication strategy of film and television marketing are still in the stage of exploration. Based on the research results of experts and scholars at home and abroad, this paper makes a systematic study on tourism destination film and television marketing by means of comprehensive literature research, data statistical analysis and case law. First of all, it discusses the connotation of tourism destination marketing by means of film and television drama, and analyzes the characteristics of tourism destination film and television marketing, that is, wide spread range, long exhibition time, strong stimulation, good stunt effect, and long artistic charm. This paper expounds the development course and influence of tourism destination through film and television marketing. Then it discusses the planning principles and models of tourism destination film and television marketing. The planning principle is based on cultural connotation, resource protection as the premise, star lineup as the backing, and the maximization of benefits as the goal. The mode refers to the development mode. Strengthening mode, innovating mode and expanding mode; Finally, the paper puts forward the communication strategies of tourism destination film and television marketing, that is, tourism advertising, tourism business promotion and tourism public relations.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592
[Abstract]:The statistical results of the National Bureau of Statistics show that in 2006, the number of inbound tourism in China reached 124.9421 million, the foreign exchange income of tourism reached 33.949 billion US dollars, the domestic tourism 1.394 billion people, the tourism income 622.974 billion yuan. The total international and domestic tourism income has reached 893.548 billion yuan, and China is still the fourth largest inbound tourism host country in the world, the largest domestic tourism market in the world and the largest outbound tourism market in Asia. All this shows that after decades of rapid development of tourism in China has made great achievements, but also shows that the future development of tourism will be more rapid, the competition between tourism destinations will be more intense. At present, many tourism governments have made tourism as a pillar industry and an important industry to support, and the construction and operation of tourism destination has become one of the important contents of stimulating economic growth. In order to be invincible in the fierce market competition, all tourist destinations make every effort to promote and promote. In recent years, movies and TV plays an increasingly important role in shaping modern consumer behavior, especially in the field of tourism consumption. The popularity of movies and TV plays has led to a rapid surge in tourist reception at tourist destinations. The role of film and television works in the marketing of tourism destinations has attracted the attention of people from all walks of life in the tourism industry. The film and television marketing of tourism destinations has become a new focus of theoretical research at home and abroad. However, there are few research results at present. In terms of the impact of film and television marketing, some experts or scholars have already conducted sufficient argumentation and in-depth research, but the planning principles of film and television marketing in tourism destinations, The application mode of film and television marketing and the communication strategy of film and television marketing are still in the stage of exploration. Based on the research results of experts and scholars at home and abroad, this paper makes a systematic study on tourism destination film and television marketing by means of comprehensive literature research, data statistical analysis and case law. First of all, it discusses the connotation of tourism destination marketing by means of film and television drama, and analyzes the characteristics of tourism destination film and television marketing, that is, wide spread range, long exhibition time, strong stimulation, good stunt effect, and long artistic charm. This paper expounds the development course and influence of tourism destination through film and television marketing. Then it discusses the planning principles and models of tourism destination film and television marketing. The planning principle is based on cultural connotation, resource protection as the premise, star lineup as the backing, and the maximization of benefits as the goal. The mode refers to the development mode. Strengthening mode, innovating mode and expanding mode; Finally, the paper puts forward the communication strategies of tourism destination film and television marketing, that is, tourism advertising, tourism business promotion and tourism public relations.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592
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