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论文编号：	1043
作者编号：	2120072048
上传时间：	2009/5/27 16:39:12
中文题目：	基于国内市场的秦皇岛旅游形象定
英文题目：	Research on tourism image posi
指导老师：	孙超
中文关键字：	秦皇岛;旅游形象;定位;推广t
英文关键字：	Qinhuangdao;Tourism image;Posi
中文摘要：	随着旅游业竞争的日趋激烈和旅游者需求层次的提高，城市间旅游业的竞争已由过去单纯的服务质量竞争转向品牌之间的竞争，由传统的个别旅游景点间的竞争上升为整体的区域旅游系统之间的竞争。作为营销关键因素，旅游形象日益受到重视，塑造良好的城市旅游形象逐步成为旅游目的地旅游发展战略的重要组成部分。经过改革开放30年的努力，中国许多旅游城市有了长足的发展，但由于受旅游资源特点、区位条件、旅游配套设施等多方面因素的限制，城市的旅游形象并不鲜明，在旅游项目开发上也趋于雷同，这将不可避免的导致城市旅游形象的模糊化，从而丧失竞争力。实施城市旅游形象战略，建立完整的城市旅游形象系统，已经日益成为旅游城市谋求生存发展的必需。 多年来，秦皇岛的旅游业取得了重大成就，秦皇岛也成为旅游业较发达的地区之一，但另一方面，各种资源的开发水平参差不齐，与周围资源禀赋相似的城市相比，发展处于明显的劣势，其中很重要的原因就是形象定位不准确，长期处于竞争者的荫蔽之下，自身特色没有得到良好展示。本文认为秦皇岛应该通过准确的形象定位、主题口号宣传和形象推广等战略来促进旅游业的发展。 本文通过整理、总结国内城市旅游形象研究的成功案例，选取当前学界普遍认可的研究方法，综合利用旅游学、心理学、营销学、广告学等知识，尝试着在分析了秦皇岛的自然禀赋条件、社会发展状况、旅游资源的前提下，以对现实旅游者和京津地区潜在消遣型旅游者的调查为基础，充分考虑同为海滨城市的大连、青岛的竞争因素，给秦皇岛旅游形象以定位——“关海观光地，四季休闲城”，在此基础上，对区域内的知名景点及不同的目标市场提出了不同的宣传口号，并从广告宣传、公共策划、网络推广、节事活动及推出旅游纪念品方面对其形象推广提出了建议。本文以营销定位理论和CIS理论为指导，进行了一些创新，期待可以为秦皇岛旅游形象的定位与推广提供实践性的帮助。
英文摘要：	With the rapid competition of tourism and the upgrade of tourist’s needs, the competition among tourism cities has changed into the escutcheon competition, rather than pure service quality competition in those days. City tourism competition has gone up from classic individual tourist views to the whole region tourism system. As a key marketing factor, tourism image is getting more and more important. Through the effort that the reform opens 30 years, many tourism cities of China have developed substantially, but because of being limit by the various factors, the tourism image of the city is not fresh and clear, and the tourism item development is similar, which makes the city lose the competition ability. Putting the strategy of city tourism image into practice, and setting up the entire city tourism image system have become the key that tourism cities buck for existence and development. The tourism industry in Qinhuangdao has made significant achievement, and Qinhuangdao has become a more developed tourism region, but on the other hand, compared with surrounding cities that have similar resource, the tourism development of Qinhuangdao is at a distinct disadvantage, one of the reasons is the inaccurate image positioning. The thesis holds that Qinhuangdao should promote the development of tourism in virtue of accurate image positioning, publicity and image promotion strategy. The thesis sums up the success cases of city tourism image design at home and abroad, selects current educational circles widespread approbation of research method, and uses lots of knowledge, such as tourism, psychology, marketing and advertisement. Meanwhile, this thesis, on the basis of studying the local travel in Qinhuangdao, the induction in the tourism market and the substitute of Dalian and Qingdao, studies the whole representations of the city-“the travel place for barrier and sea, the leisure city in all the seasons”. This thesis proposes different slogans to the well-known scenic spots and the different target markets, and puts forward the proposal for the image promotion from the advertisements propaganda, the public plan, the network promotion, the festival matter activity to the tourist souvenirs. This thesis taking the marketing localization theory and the CIS theory as the instruction, carries on some innovations, and anticipates that may provide the practical help for the positioning and extending Qinhuangdao tourism image.
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