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论文编号：	1803
作者编号：	031824
上传时间：	2010/5/12 10:06:28
中文题目：	城市旅游形象推广的动作研究
英文题目：	tourism marketing destination image promotion strategy operation mode
指导老师：	李天元
中文关键字：	旅游营销 目的地形象 推广策略 运作模式
英文关键字：	tourism marketing destination image promotion strategy operation mode
中文摘要：	城市在地理上集中了各种设施和吸引物，布局于最能满足旅游者与当地居民需要的点上，使城市在旅游业中占有相当重要的位置；如今，各类城市纷纷展开大规模形象推广运动，致力于提升该城市在游客心目中的地位，竞争日益激烈。因此，如何有效的树立城市的旅游形象，提高城市的旅游竞争力成为旅游发展迫切需要解决的问题。 本文在旅游学、旅游地理学、行为地理学、旅游规划、旅游市场学等基本理论的指导下，结合我国旅游业市场的实际情况，基于旅游形象研究的基本理论，详细分析了城市旅游形象推广中的影响因素和存在的障碍，概括出城市旅游形象推广的特点和动力系统，提出形象推广应遵循的一般原则，并从推广阶段、推广主体和推广对象三个角度分别研究推广的策略，为后面章节的研究奠定了理论基础，也丰富了城市旅游形象的研究角度。 本文详细界定了城市旅游形象推广要素的边界，重点论述了城市旅游形象的支持系统和运作系统，将城市旅游形象推广的运作分为调查诊断、宣传推广和功能推广阶段，具体分析各阶段实施的内容、特点，建立各阶段的运作流程、模式图，由此对城市旅游形象推广的运作有一定的把握，弥补了国内在城市旅游形象推广运作研究方面的一些不足。
英文摘要：	The cities provide with various facilities and attraction on the geography, locate in the place that can satisfy the tourists and residents best, so the cities play a very important position in the tourism industry. Now, many cities launch the large-scale image promotion in succession, expecting to enhance the further development of the city. Therefore, how to set up the tour image of the cities effectively, and enhance the further development has already become an urgency problem the cities facing. Based on the basic theory of the tourism, such as the tourism geography, the behavior geography, the tourism marketing and the status of current tourism market, the paper applies the theories of destination image, analyzes the influence factor and existent obstacles of the process in detail, summarizes the characteristics and the motive system of the promotion, put forward the promotion strategies based on the phases, the operators and the objects respectively, enrich the research angle and content of the city tour image. The paper defines the factor boundary of the city tourism image promotion, set up the support system and the operation system of the city tour image, and divides the operation process into investigating, spreading and function expanding stage, then make up the shortage of this kind of research.
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