梅山地區(qū)旅游形象建構(gòu)研究
發(fā)布時間：2019-01-17 21:28
【摘要】：旅游活動從本質(zhì)上來說，是人類對地理空間環(huán)境進(jìn)行選擇與體驗(yàn)的一種感知過程，近年來，隨著旅游市場競爭愈發(fā)激烈，在國內(nèi)旅游地規(guī)劃與發(fā)展中，“旅游形象”、“旅游項(xiàng)目設(shè)計”、“形象定位”等概念開始受到業(yè)界的重點(diǎn)關(guān)注。梅山地區(qū)擁有可以媲美張家界、衡山的富有特色的優(yōu)質(zhì)旅游資源，但其旅游形象的建構(gòu)卻相當(dāng)落后，這在很大程度上制約了當(dāng)?shù)匚幕糜萎a(chǎn)業(yè)的發(fā)展。本文擬將梅山文化旅游產(chǎn)業(yè)置于地理學(xué)、心理學(xué)、景觀規(guī)劃學(xué)及傳播學(xué)等多學(xué)科的理論視角中，試圖運(yùn)用TDIS模式建構(gòu)梅山地區(qū)的旅游形象系統(tǒng)及旅游形象傳播系統(tǒng)。 實(shí)地調(diào)查發(fā)現(xiàn)，梅山地區(qū)的文化旅游產(chǎn)業(yè)開發(fā)存在著諸多問題，如文化內(nèi)涵缺失、互動體驗(yàn)不足、無序發(fā)展、產(chǎn)品結(jié)構(gòu)單一等，沒有形成明晰、良好的旅游形象和旅游品牌。研究認(rèn)為，梅山地區(qū)旅游產(chǎn)業(yè)的發(fā)展，必須重視旅游形象的建構(gòu)。梅山地區(qū)旅游形象的構(gòu)建，首先應(yīng)對其正確定位，可采用領(lǐng)先定位、空隙定位、聯(lián)合定位等多種方法，從大眾旅游、空間差異等多角度進(jìn)行定位。然后，通過人-地感知要素形象系統(tǒng)和人-人感知要素形象系統(tǒng)的設(shè)計，從整體上完成梅山地區(qū)旅游形象感知系統(tǒng)的建構(gòu)。同時，梅山地區(qū)旅游形象的建構(gòu)還應(yīng)重視旅游形象的傳播系統(tǒng)的設(shè)計，通過旅游新聞策劃、旅游活動營銷等傳播策略的實(shí)施，從而打造出梅山旅游品牌形象。 本文將梅山地區(qū)的旅游形象定位為“原始梅山、古韻梅山、風(fēng)情梅山”，，以期打造出“神秘的蚩尤故里，東方的秀麗梅山”的國際旅游品牌，這對促進(jìn)梅山地區(qū)文化旅游產(chǎn)業(yè)健康、有序、快速和可持續(xù)發(fā)展，具有一定的參考價值。
[Abstract]:In essence, tourism activity is a kind of perceptual process for human beings to choose and experience the geographical space environment. In recent years, with the increasingly fierce competition in the tourism market, in the planning and development of domestic tourist destinations, "tourist image" is becoming more and more important. Tourism project design, image positioning and other concepts began to attract the attention of the industry. Meishan area has high quality tourism resources with characteristics of Zhangjiajie and Hengshan, but the construction of its tourism image is quite backward, which restricts the development of local cultural tourism industry to a great extent. This paper intends to put the Meishan cultural tourism industry in the theoretical perspective of geography, psychology, landscape planning and communication, and try to construct the tourism image system and tourism image transmission system in Meishan area by using TDIS model. The field investigation shows that there are many problems in the development of the cultural tourism industry in Meishan area, such as the lack of cultural connotation, the lack of interactive experience, the disorder development, the single product structure, the lack of clear and good tourism image and the tourism brand. The study believes that the development of tourism industry in Meishan area must attach importance to the construction of tourism image. In order to construct the tourism image in Meishan area, we should firstly locate it correctly. We can use many methods, such as leading position, gap positioning, joint positioning and so on, to locate it from many angles, such as mass tourism, spatial difference and so on. Then, through the design of the image system of the human-land perception elements and the man-person perception factor image system, the overall construction of the tourism image perception system in Meishan area is completed. At the same time, the construction of tourism image in Meishan area should also pay attention to the design of communication system of tourism image, through the implementation of communication strategies such as tourism news planning, tourism marketing, so as to create the tourism brand image of Meishan. In this paper, the tourist image of Meishan region is positioned as "original Meishan, ancient Meishan and amorous feelings", in order to create the international tourism brand of "mysterious hometown of Chiyou and beautiful Meishan of the East". It has certain reference value for promoting the healthy, orderly, rapid and sustainable development of the cultural tourism industry in Meishan area.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7;G206
本文編號：2410406
[Abstract]:In essence, tourism activity is a kind of perceptual process for human beings to choose and experience the geographical space environment. In recent years, with the increasingly fierce competition in the tourism market, in the planning and development of domestic tourist destinations, "tourist image" is becoming more and more important. Tourism project design, image positioning and other concepts began to attract the attention of the industry. Meishan area has high quality tourism resources with characteristics of Zhangjiajie and Hengshan, but the construction of its tourism image is quite backward, which restricts the development of local cultural tourism industry to a great extent. This paper intends to put the Meishan cultural tourism industry in the theoretical perspective of geography, psychology, landscape planning and communication, and try to construct the tourism image system and tourism image transmission system in Meishan area by using TDIS model. The field investigation shows that there are many problems in the development of the cultural tourism industry in Meishan area, such as the lack of cultural connotation, the lack of interactive experience, the disorder development, the single product structure, the lack of clear and good tourism image and the tourism brand. The study believes that the development of tourism industry in Meishan area must attach importance to the construction of tourism image. In order to construct the tourism image in Meishan area, we should firstly locate it correctly. We can use many methods, such as leading position, gap positioning, joint positioning and so on, to locate it from many angles, such as mass tourism, spatial difference and so on. Then, through the design of the image system of the human-land perception elements and the man-person perception factor image system, the overall construction of the tourism image perception system in Meishan area is completed. At the same time, the construction of tourism image in Meishan area should also pay attention to the design of communication system of tourism image, through the implementation of communication strategies such as tourism news planning, tourism marketing, so as to create the tourism brand image of Meishan. In this paper, the tourist image of Meishan region is positioned as "original Meishan, ancient Meishan and amorous feelings", in order to create the international tourism brand of "mysterious hometown of Chiyou and beautiful Meishan of the East". It has certain reference value for promoting the healthy, orderly, rapid and sustainable development of the cultural tourism industry in Meishan area.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7;G206
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