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论文编号：	974
作者编号：	2120071969
上传时间：	2009/5/27 0:45:27
中文题目：	基于顾客感知的旅游地植入式营销
英文题目：	The Research on Influencing Fa
指导老师：	白长虹
中文关键字：	旅游地营销;植入式营销;影响因素
英文关键字：	Tourism Marketing; Product Pla
中文摘要：	旅游地植入式营销是指将旅游产品与服务及其代表性的视觉符号甚至传统广告片策略性融入电影、电视剧、电视节目、报纸、杂志、网络游戏、手机短信、小说等各种媒介内容中，通过场景的再现，让观众留下对旅游产品及旅游品牌的印象，继而达到营销目的的一种营销方式，作为旅游地营销与新兴的植入式营销相结合的前沿研究领域，旅游地植入式营销引起了众多学者的注意，尤其是《非诚勿扰》热播之后。但现有的大部分研究都只是针对产品的植入式营销，缺少将旅游地如何植入到各种媒介中的相关研究。 本研究以旅游地植入式营销为基础，识别旅游地植入式营销的影响因素，以顾客感知作为衡量旅游地植入式营销效果的重要变量，研究旅游地植入式营销的影响因素对营销效果的影响。其中，重点探讨旅游地植入式营销影响因素以及其子因素与营销效果之间的关系。 在大量阅读国内外相关文献的基础上，本研究首先评价了旅游地植入式营销及相关领域的研究现状，厘清存在的问题。由此提出本研究的理论模型。其次，结合理论研究以及旅游地的特点，对游客进行了小范围的访谈，共同识别出旅游地植入式营销的影响因素，随后对效果机制进行了研究，并进行了小范围的数据采集，利用数据与理论共同演绎了基于顾客感知的旅游地植入式营销评价模型。最后，提出了旅游地实施植入式营销的相关措施。 研究结果表明：本研究所提出的研究思路得到数据支持。受众差异、旅游地特征以及植入方式是影响旅游地植入式营销的三个非常重要的变量。它不仅影响旅游地植入式营销的实施，还对旅游地植入式营销的效果产生重要影响。本研究在以下方面有创新：基本确立了基于顾客感知的旅游地植入式营销效果评价的理论模型，通过访谈及问卷分析验证了影响因素与营销效果之间的关系，并确认受众差异、旅游地特征以及植入方式是影响效果的关键变量。
英文摘要：	Tourism product placement marketing is relating the tourism products and services, the representation of visual symbols and even the traditional advertisement into movies, television dramas, television programs, newspapers, magazines, online games, SMS, novels and other media content strategically. Through the scene reappearance, tourism product placement will leave deep impression about tourism products and tourism brand to the audiences and will meet the marketing purposes. As to be the frontier research fields dealing with the combination of tourism marketing and product placement marketing, tourism product placement marketing has aroused the attention of many scholars, particular the film If You Are The One after hit. But most of the research is about the product, lacks the research about tourism, and also lacks the research about how to use the product placement marketing into the tourism. This dissertation bases of tourism product placement marketing, and identifies the influencing factors of tourism product placement marketing. Use customer perception as the vital variable to measure the effect of tourism product placement marketing, in order to research that how influencing factors effect marketing effectiveness. Among them, we focus on the relationship between influencing factors of tourism product placement marketing and marketing effectiveness. On the basic of reading a large number of literature at home and abroad, this dissertation summarized the research status of tourism product placement marketing and identified the problems firstly, and according to this, proposed theoretical model of this dissertation. Secondly, we have also done a small range of interviews with tourist according to the theoretical research and the characteristics of tourism, and then identified the influencing factors of tourism product placement marketing, studied the effect mechanism. After that, the author conducted a small-scale data acquisition. According to the data and theories, the author deductived the tourism product placement marketing evaluation model based on the customer perception. Lastly, the author gives some advices to the tourism of how to implement the product placement marketing. The results show that: The data has supported the research ideas of this dissertation. The vital variables that effect the tourism product placement are that: Audience differences, the characteristics of tourism, product placement methords. They not only affect the implementation of tourism product placement marketing, but also affect the effectiveness of tourism product placement marketing. In this dissertation, there are innovations in the following areas: Established the theoretical model of effectiveness evaluation of tourism product placement marketing based on the customer perception, and verified the relationship between influcing factors and marketing effectiveness through interviews and questionnaire, and then confirmed that audience differences, the characteristics of tourism and product placement methords are the key variables.
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