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论文编号：	744
作者编号：	2120062073
上传时间：	2008/7/8 10:17:10
中文题目：	旅游目的地形象重新定位模型研
英文题目：	Tourisim Destination Image Re-
指导老师：	李天元
中文关键字：	旅游目的地;形象更新;桂林tl
英文关键字：	Tourism Destination Image re
中文摘要：	在旅游业发展初期，竞争形态主要依赖于产品和市场，但随着市场化程度的不断加深，这一竞争态势正发生着变化，对于某一目的地来说，游客是否选择到该地出游，除了受空间距离、闲暇时间和出游成本等物质要素的影响，还受到游客自身对该地形象的感知，以及该地的知名度、口碑等软性要素的影响，也就是说，旅游目的地形象已经成为游客选择旅游目的地的关键因素之一。一个目的地是否拥有鲜明独特，广为人知的形象已经成为是否具有市场竞争力的非常重要的影响因素，良好的目的地形象可以扩大目的地的知名度，提升目的地的美誉度，它已经成为目的地一种宝贵的无形资产。 但随着游客需求的变化，目的地生命周期的演进，目的地形象不应该是长久不变的，而应该是与时俱进的，长期以不变的面孔迎接四海宾朋，是难以形成有效吸引力的，如果不注意对目的地形象的更新，必然会使目的地在残酷的市场竞争中处于劣势，最终甚至导致淘汰。 本文在对国内旅游目的地形象研究已有成果进行回顾的基础上，着重研究了旅游目的地形象更新的原则和模式。笔者首先回顾了相关的理论成果，其中包括目的地及目的地形象生命周期理论，旅游者心理类型理论等等。而后概括归纳了旅游目的地形象重定位的作用，并指出目的地形象更新的若干主要动因。紧接着笔者尝试提出了在进行旅游目的地形象更新时应坚持的若干原则，指出目的地形象的更新应该是一个动态的，周期性的过程，不应该在某个目的地已经步入衰落期的时候再开始对形象进行更新设计，而因该具有一定的超前性，防止目的地出现衰退。紧接着，笔者进一步提出了包括市场调研模块，差距弥补模块，形象宣传模块等在内的旅游目的地形象更新的模式图。 无论是目的地形象更新原则还是模式都具有很强的实践性，因此文章最后一部分，以桂林为例，分析了桂林作为一个传统旅游目的地过去曾经 遇到的成长瓶颈，并阐释了当地为重塑旅游目的地形象而采取的措施。
英文摘要：	At the beginning of tourism development, the main methods of competition are product and market, with time goes on, this situation has already changed. For any destination, whether the tourists will go there or not is not only depend on the distance, spare time and cost, but also on the image and mouth-of-words of that destination. This means the image of the destination has become a key factor when the tourists are choosing the place to go. Whether a destination has a unique and well-known image is becoming an influential factor for its competitiveness. A good image, which is a valuable invisible asset for the destination, can definitely make the destination much more popular among the consumers. But with the changing of the tourists’ needs and the life-cycle of the destination itself, the image cannot be stable from the beginning to the end, instead it should be updated accordingly. The destination won’t be attractive and would definitely suffer a lot in the market if the image stays unchanged all the time. Based on the review of the studies on tourism destination image, this paper focuses on the guidelines and framework of destination image re-establishment. Firstly, the author explains the reasons why the image should be re-established, from both the academic aspect and the real market aspect. The theories mentioned in this paper include the destination life-cycle, tourist psychological type theory. From practical view, lots of traditional destinations are now facing some development problem because of their out dated image destination. So it is possible and necessary to re-establish the image of the destination. Then the author puts forwards the guidelines which should be followed when re-establishing the image. What’s more, the author offers the framework of image re-establishing, which includes the market research module, image promotion module, etc. Either the guidelines or the framework of the image re-establishment is highly practical, so the author takes Guilin, a traditional tourism destination, for example in the last chapter, and analyzes the problems it once had and explains the measures it took on its image re-establishment.
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