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1、西北师范大学 硕士学位论文 张家川回族自治县旅游形象设计与传播研究 姓名：颉斌斌 申请学位级别：硕士 专业：旅游管理 指导教师：石培基 2009 摘摘 要要 旅游业目前已经进入“处处都是潜在的旅游目的地，人人都是潜在的旅游 者”的高速发展阶段。竞争的加剧导致了旅游业在经历了资源驱动、产品驱动 后进入形象驱动的阶段， “形象就是实力和财富” 。如何策划鲜明、独特、富有 吸引力的城市旅游形象已成为旅游地占领市场制高点的关键。对于张家川回族 自治县这个处在形象灰度区的县而言，设计和传播富有竞争力的旅游形象迫在 眉睫。 本文在对国内外近三十年来关于旅游形象的研究进行综述的基础上，对旅 游形象的本质和形
2、成过程及其影响因素进行了分析。复杂性、多元性、动态性 和相对性是对旅游形象本质的深刻理解。旅游形象形成过程的动态性和结构性 为定位和塑造旅游形象提供了方向性指导。 本文应用旅游学、旅游地理学、区域地理学、行为地理学、旅游策划学、 市场营销学、传播学等相关理论，从理论上探讨了 CIS 理论、顾客价值理论、 地理空间认知理论和旅游形象之间的关系。从实践上对张家川旅游形象进行设 计并确定形象传播主要途径。全文内容包括以下几个部分： 第一部分是对城市旅游形象进行设计和传播的理论分析。在引入相关理论 基本内容的基础上，分析了其和旅游形象设计与传播的关系，为下文设计旅游 形象提供理论依据。 第二部分是对张
3、家川进行地方性的研究，包括旅游资源分析、地方文脉分 析和对旅游者问卷调查结果的分析，从中发掘张家川旅游的特点。 第三部分是根据第二部分张家川地方性研究的基础上，构建张家川旅游形 象系统。张家川地区整体旅游形象应定位为：绚丽多彩的西北民族第一县。在 总体形象定位的基础上，进一步提炼出张家川的旅游主题形象的核心理念，即： 一级理念: “在那 “花儿” 盛开的地方” ；“陇上避暑胜地张家川云凤山景区” ； “梦回大秦神秘马家塬” 。二级理念: “丝路重镇上的回族风情之乡” 。 在此基础上做了张家川视觉形象设计和旅游感知形象设计。 第四部分是根据张家川旅游形象的本身特点，结合分析传统传播媒优缺点 的基
4、础上，提出置入式广告作为新的传播手段。把张家川旅游形象的传播分为： 以新的置入式广告为先导，以传统媒体广告为基础的一个有机的媒体传播网 络；旅游纪念品传播；专题活动传播；大型节事活动传播。 关键词：关键词：张家川回族自治县；地理空间认知理论；顾客价值理论；CIS；旅游形 象；置入式广告 Abstract Tourism is entering high speed developing stage ,when all sites have become potential travel destination and everybody is the potential tourist .Ag
5、gravation of competition causes tourism driven by image instead of resource and products, in a sense ,“The image is strength and wealth” ,and it has already become the key for the tourist destination to dominate the highest point of marker that how to mastermind distinct ,unique and attractive tour
6、image .As to Zhangjiachuan ,located shadow of tourism image ,designing and spreading the competitive destination image is extremely urgent. In this paper, both at home and abroad in the past three decades of research on the tourism image is reviewed on the basis of the nature and tourism image forma
7、tion process and its influencing factors were analyzed. Complexity, diversity, dynamic and relative nature is a deep understanding of the tourism image. Tourism image formation process of the dynamic and structural for the positioning and shaping the image of tourism provide a directional guide. Thi
8、s dissertation starts with discussing the relationship between the theory of customer value and city tour image, so does the theory of CIS and Geo-spatial cognition regulations ,by applying theories in relevant subjects ,such as tourism ,tourism geography ,regional geography, behavior geography ,tou
9、rism masterminding ,marketing ,spreading and so on. After it, the text designs the destination image of Zhangjiachuan and confirmed its main approach for spreading from practice .The whole body can be divided into several parts as following: The first part expounds the theory connotation of designin
10、g and spreading to the city tour image. On the basis of introducing basic content of relevant theories ,this part analyses the contact between it and destination image designed and spread to offer theoretical foundation for designing the destination image in ensuing chapters. The second part carries
11、 on local research to Zhangjiachuan ,including the analysis of tour resources ,local context and the investigation result of tourists questionnaire ,in order to explore the destination tour characteristic of Zhangjiachuan. According to the analysis of the second part , the third part construct the s
12、ystem of the destination image of Zhangjiachuan. Zhangjiachuan tourism image of the region as a whole should be defined as: the first Northwest Ethnic gorgeous county. Overall position in the image on the basis of further refinement Zhangjiachuan tourism image of the core concept of the theme, namel
13、y: an idea: “ The summer resort in the Gansu province- Yunfeng mountain of the Zhangjiachuan “; “in the“ flowers “bloom where“; “ Back to Qin dynasty inside dream - -the mysterious Majiayuan.“ Two concepts: “ the Hui village customs on Silk Road town“ On this basis Zhangjiachuan done a visual image
14、of the design and image of tourism-aware design. The last one put on product placement of new tourism advertisement based on analyzing between the character of the destination image of Zhangjiachuan and good and bad character of the traditional tourism advertisement .Diffusion of the Zhangjiachuan t
15、ourism image is divided into: the organic media network that is piloted by the product placement as a new ad and based on traditional media advertising; the dissemination of tourist souvenirs; the spread of special events; large-scale dissemination of Festival activities . Key words: Zhangjiachuan H
16、ui Autonomous；County Geo-spatial；Cognition Customer Value Theory； CIS； destination Image； product placement 本人声明所呈交的论文是我个人在导师指导下进行的研究工作 及取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地 方外，论文中不包括其他人已经发表或撰写过的研究成果，也不包 含为获得西北师范大学或其他教育机构的学位或证书而使用过的材 料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作 了明确的说明并表示了谢意。 签名： 日期： 关于论文使用授权的说明 本人完全了解西北师范大学有关保留、使用学位论文的规定， 即：学校有权保留送交论文的复印件，允许论文被查阅和借阅；学 校可以公布论文的全部或部分内容，可以采用影印、缩印或其他复 制手段保存论文。 （保密的论文在解密后应遵守此规定） 签名： 导师签名： 日期： 张家川回族自治县旅游形象设计与传播研究 The Study on Desig
