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论文编号：	18
作者编号：	2120052026
上传时间：	2007/6/20 20:26:34
中文题目：	旅游目的地形象塑造中的公共关系
英文题目：	The Application of Public Rela
指导老师：	杜炜
中文关键字：	旅游目的地;形象塑造;公共关系模
英文关键字：	Tourism Destination;Image Buil
中文摘要：	随着旅游业的快速发展，形象被认为是目的地获得竞争优势的关键，也是目的地可持续发展的基础。而公共关系作为一门塑造形象的艺术，得到了越来越多的关注和重视。故如何把公共关系应用到目的地形象塑造中来是一个具有理论和现实意义的研究话题。 本文运用旅游学、公共关系学等理论，科学地界定了旅游目的地形象的概念，深入探讨了公共关系在目的地形象的不同阶段的不同应用问题，提出了在目的地发展不同阶段的公共关系策略。并分析了天津市旅游形象塑造中的公共关系的应用。 全文共分为五章。第一章是导论，主要对本文的研究背景、意义、国内外研究进展和本文的研究思路、框架以及难点创新点进行了阐述。 第二章是旅游目的地形象塑造的理论基础。本章介绍了旅游目的地的概念、旅游目的地形象的概念，分析了旅游目的地形象的内涵，并阐述了旅游目的地形象的构成，形象塑造的重要性及原则。 第三章公共关系在目的地形象塑造中的功能和优势。首先分析了公共关系的概念及对旅游目的地发展的必要性，继而介绍公共关系在目的地形象塑造中的功能，最后运用比较分析的方法介绍公共关系在目的地形象塑造中的优势。 第四章阐释了公共关系在旅游目的地形象塑造中的模式。首先介绍了公共关系在目的地形象塑造中的目标和原则，然后分析目的地形象塑造中的主体、客体和媒介，在此基础上提出目的地形象塑造中所主要应用的五种公共关系模式。 第五章是目的地形象塑造中的公共关系策略。首先将目的地形象塑造分成不同的阶段，根据不同阶段的特征提出所主要应用的公共关系策略，指出在新形势下公共关系的新发展，最后分析了天津市旅游形象塑造中的公共关系应用。
英文摘要：	With the booming of the tourism industry, image is considered as the key of getting competitive advantage, also the foundation of sustainable development. As an art of image building, public relations have been paid more and more concern and attention. Therefore, how to use public relations to build the image of the destination is a theoretical and practical research topic. By using the theories and methods of tourism science, public relations, this thesis defines tourism destination image, and makes deep research on the different applications of different stages, and the different public relations strategies. On the basis of these, the author analyzes the application of public relations in the tourism image building of Tianjin. This thesis consists of totally five chapters. The first chapter is introduction, which aims at explaining the reasons of selecting this subject, the significance of the study, and the framework of the thesis. The chapter also includes the brief introduction of the relative researches both at home and abroad. The second chapter deals with the theoretical basis of the study. In this chapter, the author mainly explains and interprets the theory of tourism destination, tourism destination image, analyzes the connotation of tourism destination image, and also explains the composition of tourism destination image, the importance and the principles of the image building. The third chapter deals with the function and advantages of public relations in the Image Building. First, the author analyzes the concept of the Public Relations and its necessity to the development of the tourism destination, and then introduces the function of the image building. Finally using comparative analysis, the author introduces the advantage of public relations in the tourism destination image building. The aim of chapter four is to establish the public relations pattern in tourism destination image building. Based on the analysis of the public relations aims and principles, the subject, object, medium, the author establish the five patterns used in the tourism destination image building. Chapter 5 is the public relations strategies in the image building. First, this thesis divides the process of destination image building into different stages. According to the characteristics of different stages, this thesis refines the different public relations strategies, and puts forward to the new developments of public relations in the new situation. Finally analyzes the application of public relations in Tianjin tourism image building.
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