本文選題：惠州 + 城市旅游形象��； 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：當(dāng)今社會,城市旅游業(yè)的快速發(fā)展,旅游產(chǎn)業(yè)規(guī)模不斷擴大以及在國民經(jīng)濟中的地位不斷提升,成為許多城市的重要產(chǎn)業(yè)甚至是支柱產(chǎn)業(yè)。面對競爭激烈的旅游市場,將潛在旅游者轉(zhuǎn)變?yōu)楝F(xiàn)實旅游者,首先要解決的問題是旅游形象的塑造和提升。中小城市大力發(fā)展旅游業(yè)可以推動城市化進城,實現(xiàn)“旅游趕超發(fā)展模式”�；葜菔且粋�以工業(yè)經(jīng)濟為主的工業(yè)城市,產(chǎn)業(yè)發(fā)展已進入工業(yè)中后期發(fā)展階段,迫切需要大力加快第三產(chǎn)業(yè)的發(fā)展,尤其是旅游產(chǎn)業(yè)�；葜輷碛械锰飒毢竦淖匀毁Y源和人文環(huán)境,目前其旅游收入占GDP10%左右。但是,在旅游業(yè)產(chǎn)業(yè)轉(zhuǎn)型升級時期,惠州城市旅游形象塑造問題是地方政府亟待解決的任務(wù)之一。 本文選擇以惠州城市旅游形象作為研究對象,綜合企業(yè)識別系統(tǒng)理論、旅游目的地系統(tǒng)理論和整合營銷傳播理論等相關(guān)理論對惠州城市旅游城市形象建設(shè)進行深入的探討。首先,從惠州地理文脈、旅游資源概況、城市旅游形象現(xiàn)狀出發(fā),通過實地調(diào)研法、統(tǒng)計分析法對惠州城市旅游形象進行具體分析；在此基礎(chǔ)上,運用企業(yè)形象識別系統(tǒng)、旅游目的地形象系統(tǒng)、整合營銷傳播理論對惠州城市旅游形象進行總體定位和目標定位,并構(gòu)建惠州城市旅游形象設(shè)計模式。最后,利用整合營銷理論提出旅游形象提升的策略。通過本文的研究,得出以下結(jié)論： (1)惠州的游客客源市場主要集中在廣東省內(nèi),以休閑度假、放松心情、親近大自然為主要目的,游客游后的總體印象較好,但旅游形象的傳播主要依靠口碑效應(yīng)。 (2)惠州旅游形象總體應(yīng)定位為：休閑旅游度假；目標定位為：港澳臺旅游休閑度假基地的境外游客市場、以泛珠三角區(qū)域主要大城市作為國內(nèi)其他省市游客市場和以深圳、東莞、廣州組成的重點客源圈為省內(nèi)游客市場。 (3)惠州旅游形象的提升策略應(yīng)發(fā)揮政府主導(dǎo)作用,旅游企業(yè)相配合,居民積極參與,利用整合營銷傳播以及打造休閑旅游品牌。
[Abstract]:Nowadays, with the rapid development of urban tourism industry, the scale of tourism industry is expanding and the status of tourism industry in the national economy is increasing, which has become an important industry or even a pillar industry in many cities. In the face of the fierce competition of the tourist market, the first problem to solve is to shape and improve the tourism image. The development of tourism in small and medium-sized cities can promote urbanization and realize the mode of tourism catching up and overtaking. Huizhou is an industrial city with the main industrial economy. The industrial development has entered the middle and late stage of industrial development. It is urgent to speed up the development of the tertiary industry, especially the tourism industry. Huizhou is endowed with natural resources and cultural environment, and its tourism income accounts for about 10% of GDP. However, in the period of tourism industry transformation and upgrading, Huizhou city tourism image shaping is one of the urgent tasks for the local government. This article chooses Huizhou city tourism image as the research object, synthesizes the enterprise identification system theory, the tourism destination system theory and the conformity marketing dissemination theory and so on related theories carries on the thorough discussion to the Huizhou city tourism city image construction. First of all, from Huizhou geographical context, tourism resources overview, the status quo of urban tourism image, through field research, statistical analysis of Huizhou city tourism image analysis, on the basis of this, the use of corporate image identification system, The tourism destination image system integrates the marketing communication theory to carry on the overall localization and the goal localization to the Huizhou city tourism image and constructs the Huizhou city tourism image design pattern. Finally, using the integrated marketing theory to put forward the tourism image promotion strategy. Through the research of this paper, the following conclusions are drawn: 1) the tourist source market of Huizhou is mainly concentrated in Guangdong province. The main purpose of Huizhou is to relax, relax and get close to nature. The overall impression of tourists after traveling is good, but the dissemination of tourist image mainly depends on the word-of-mouth effect. (2) the overall tourism image of Huizhou should be located as follows: leisure tourism and vacation; objectives: the overseas tourist market of Hong Kong, Macao and Taiwan tourism and leisure resorts, the major cities in the Pan-Pearl River Delta region as the tourist markets of other provinces and cities in China and Shenzhen, Dongguan, Guangzhou, the key tourist circle for the province's tourist market. 3) the promotion strategy of Huizhou tourism image should play a leading role by government, cooperate with tourism enterprises, participate actively by residents, make use of integrated marketing communication and build leisure tourism brand.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7

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