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论文编号：	3173
作者编号：	2120092418
上传时间：	2011/6/3 11:36:55
中文题目：	基于整合营销传播视角的我国旅游目的地形象传播研究
英文题目：	Research on Destination Image Communication in China
指导老师：	李天元
中文关键字：	旅游目的地形象传播 整合营销传播 大连
英文关键字：	Destination image Integrated Marketing Communication Dalian
中文摘要：	中文摘要 随着旅游目的地之间竞争的加剧，各地都开始重视旅游目的地的营销工作并考虑如何吸引客源，旅游目的地形象是吸引游客来访的关键因素，因此塑造良好的旅游目的地形象并将其有效地传播给目标受众，就成为了旅游目的地营销工作的核心。 本文首先对整合营销传播及旅游目的地形象传播相关理论进行了回顾，对整合营销与整合营销传播的概念进行了解释，界定了本文使用的整合营销传播的概念，并对已有的旅游目的地形象传播研究进行梳理，分析了旅游目的地形象传播的基本类型，并基于传播要素理论，归纳出旅游目的地形象传播的五要素。 其次，归纳出目前国内旅游目的地形象传播的一般模式并进行分析，指出其中存在的问题。然后，结合旅游目的地形象传播要素的特点，分析了国内旅游目的地形象传播采用整合营销传播方法的必要性。 再次，分析了我国旅游目的地形象整合营销传播的指导思想和传播过程，对传播过程的四个主要因素（传播力量的整合，传播内容的整合，传播手段的整合及加强与受众的双向沟通）进行分析，在此基础上提出了旅游目的地形象的整合营销传播路径。 最后，以大连为例，分析了其城市旅游形象整合营销传播的思路及策略。
英文摘要：	Abstract With the competition among tourism destinations aggravating , most destinations pay more attention to marketing work and consider how to attract tourists. Tourism destination image is the key factor to attract visitors, so shaping good destination image and then effectively spreading to target audience of tourism destination which can make destination occupy a favorable position in the competition is the core work of tourism destination marketing. Firstly，literature of integrated marketing communication and destination image communication are reviewed, clarify the integrated marketing and integrated marketing communication, defined the concept of integrated marketing communication. Based on the communication elements theory, concludes five elements of tourism destination image communication. Secondly, the general communication mode of domestic tourism destination image was summarized, then it is pointed out the problems of tourism destination image communication. Based on the characteristics of destination image communication，analyzed the necessity of integrated marketing communication which will be used in the domestic destination image communication. Thirdly, the philosophy is analyzed which is used to guide the tourism destination image integrated marketing communication. The four main factors（spread power integration, spread content integration, transmission methods integration and strengthen two-way communication with the audience) in the communication process are analyzed, then proposed the path which are used in the destination image integrated marketing communications. Finally, take Dalian as an example, analyses the thought and strategy which are used in urban tourism image communication of integrated marketing communication.
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