张家川回族自治县旅游形象设计与传播研究
发布时间：2018-11-12 08:30
【摘要】： 旅游业目前已经进入“处处都是潜在的旅游目的地,人人都是潜在的旅游者”的高速发展阶段。竞争的加剧导致了旅游业在经历了资源驱动、产品驱动后进入形象驱动的阶段,“形象就是实力和财富”。如何策划鲜明、独特、富有吸引力的城市旅游形象已成为旅游地占领市场制高点的关键。对于张家川回族自治县这个处在形象灰度区的县而言,设计和传播富有竞争力的旅游形象迫在眉睫。 本文在对国内外近三十年来关于旅游形象的研究进行综述的基础上,对旅游形象的本质和形成过程及其影响因素进行了分析。复杂性、多元性、动态性和相对性是对旅游形象本质的深刻理解。旅游形象形成过程的动态性和结构性为定位和塑造旅游形象提供了方向性指导。 本文应用旅游学、旅游地理学、区域地理学、行为地理学、旅游策划学、市场营销学、传播学等相关理论,从理论上探讨了CIS理论、顾客价值理论、地理空间认知理论和旅游形象之间的关系。从实践上对张家川旅游形象进行设计并确定形象传播主要途径。全文内容包括以下几个部分: 第一部分是对城市旅游形象进行设计和传播的理论分析。在引入相关理论基本内容的基础上,分析了其和旅游形象设计与传播的关系,为下文设计旅游形象提供理论依据。 第二部分是对张家川进行地方性的研究,包括旅游资源分析、地方文脉分析和对旅游者问卷调查结果的分析,从中发掘张家川旅游的特点。 第三部分是根据第二部分张家川地方性研究的基础上,构建张家川旅游形象系统。张家川地区整体旅游形象应定位为:绚丽多彩的西北民族第一县。在总体形象定位的基础上,进一步提炼出张家川的旅游主题形象的核心理念,即:一级理念:“在那“花儿”盛开的地方”;“陇上避暑胜地——张家川云凤山景区”;“梦回大秦——神秘马家塬”。二级理念:“丝路重镇上的回族风情之乡”。在此基础上做了张家川视觉形象设计和旅游感知形象设计。第四部分是根据张家川旅游形象的本身特点,结合分析传统传播媒优缺点 的基础上,提出置入式广告作为新的传播手段。把张家川旅游形象的传播分为:①以新的置入式广告为先导,以传统媒体广告为基础的一个有机的媒体传播网络;②旅游纪念品传播;③专题活动传播;④大型节事活动传播。
[Abstract]:At present, tourism has entered the stage of "everywhere is a potential tourist destination and everyone is a potential tourist". The aggravation of competition leads the tourism industry to enter the stage of image driven after resource driven and product driven. "Image is strength and wealth". How to plan a bright, unique and attractive city tourism image has become the key to the tourist destination occupying the commanding height of the market. For Zhangjiachuan Hui Autonomous County, which is in the grayscale area of image, it is urgent to design and spread a competitive tourism image. On the basis of summarizing the research on tourism image at home and abroad in recent 30 years, this paper analyzes the essence, forming process and influencing factors of tourism image. Complexity, pluralism, dynamics and relativity are the profound understanding of the essence of tourism image. The dynamic and structural characteristics of tourism image formation process provide directional guidance for positioning and shaping tourism image. Based on the theories of tourism, tourism geography, regional geography, behavioral geography, tourism planning, marketing, communication and so on, this paper discusses the CIS theory, customer value theory, and so on. The relationship between Geospatial Cognitive Theory and Tourism Image. From the practice of Zhangjiachuan tourism image design and determine the main ways of image dissemination. The content includes the following parts: the first part is the theoretical analysis of the design and dissemination of urban tourism image. Based on the introduction of relevant theories, this paper analyzes the relationship between tourism image design and communication, and provides theoretical basis for the following design of tourism image. The second part is the local research on Zhangjiachuan, including tourism resources analysis, local context analysis and the analysis of the results of the tourist questionnaire, from which to explore the characteristics of Zhangjiachuan tourism. The third part is based on the second part of Zhangjiachuan local research, build Zhangjiachuan tourism image system. The whole tourism image of Zhangjiachuan area should be positioned as: the first county of the northwest nationality. On the basis of the overall image orientation, the core idea of Zhang Jiachuan's tourism theme image is further refined, that is, the first class idea: "in the place where the flowers are in full bloom", "the summer resort in Longshang-Zhangjiachuan Yunfeng Mountain Scenic spot"; Dream back to the Great Qin Dynasty-the mysterious Ma Jia Yuan. Second level idea: "the hometown of Hui customs and customs on the Silk Road Town." On this basis, the visual image design and tourism perception image design of Zhangjiachuan are done. The fourth part is based on the characteristics of Zhangjiachuan tourism image, combined with the analysis of the advantages and disadvantages of traditional media, put forward placement advertising as a new means of communication. The spread of Zhangjiachuan's tourist image is divided into: 1) an organic media communication network based on traditional media advertising, 1) guided by new placement advertisements; 2) tourism souvenir communication; 3) thematic activities communication; 4) dissemination of large-scale festival events.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7
[Abstract]:At present, tourism has entered the stage of "everywhere is a potential tourist destination and everyone is a potential tourist". The aggravation of competition leads the tourism industry to enter the stage of image driven after resource driven and product driven. "Image is strength and wealth". How to plan a bright, unique and attractive city tourism image has become the key to the tourist destination occupying the commanding height of the market. For Zhangjiachuan Hui Autonomous County, which is in the grayscale area of image, it is urgent to design and spread a competitive tourism image. On the basis of summarizing the research on tourism image at home and abroad in recent 30 years, this paper analyzes the essence, forming process and influencing factors of tourism image. Complexity, pluralism, dynamics and relativity are the profound understanding of the essence of tourism image. The dynamic and structural characteristics of tourism image formation process provide directional guidance for positioning and shaping tourism image. Based on the theories of tourism, tourism geography, regional geography, behavioral geography, tourism planning, marketing, communication and so on, this paper discusses the CIS theory, customer value theory, and so on. The relationship between Geospatial Cognitive Theory and Tourism Image. From the practice of Zhangjiachuan tourism image design and determine the main ways of image dissemination. The content includes the following parts: the first part is the theoretical analysis of the design and dissemination of urban tourism image. Based on the introduction of relevant theories, this paper analyzes the relationship between tourism image design and communication, and provides theoretical basis for the following design of tourism image. The second part is the local research on Zhangjiachuan, including tourism resources analysis, local context analysis and the analysis of the results of the tourist questionnaire, from which to explore the characteristics of Zhangjiachuan tourism. The third part is based on the second part of Zhangjiachuan local research, build Zhangjiachuan tourism image system. The whole tourism image of Zhangjiachuan area should be positioned as: the first county of the northwest nationality. On the basis of the overall image orientation, the core idea of Zhang Jiachuan's tourism theme image is further refined, that is, the first class idea: "in the place where the flowers are in full bloom", "the summer resort in Longshang-Zhangjiachuan Yunfeng Mountain Scenic spot"; Dream back to the Great Qin Dynasty-the mysterious Ma Jia Yuan. Second level idea: "the hometown of Hui customs and customs on the Silk Road Town." On this basis, the visual image design and tourism perception image design of Zhangjiachuan are done. The fourth part is based on the characteristics of Zhangjiachuan tourism image, combined with the analysis of the advantages and disadvantages of traditional media, put forward placement advertising as a new means of communication. The spread of Zhangjiachuan's tourist image is divided into: 1) an organic media communication network based on traditional media advertising, 1) guided by new placement advertisements; 2) tourism souvenir communication; 3) thematic activities communication; 4) dissemination of large-scale festival events.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7
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