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1、 I 摘摘 要要 进入二十一世纪，我国经济高速发展，产业结构也加速调整，作为第三产业 的龙头，旅游业也迎来了新的发展机遇，成为了很多地方的支柱性产业。但是伴 随着旅游业的蓬勃发展，旅游产品也在不断的更新换代，旅游产品的竞争日益激 烈。 如何在令人眼花缭乱的旅游产品中占据一席之地，已经成为了众多旅游企业 重点关注的问题。 旅游目的地的发展是旅游产业链中重要的一环， 同时也是吸引旅游者的重要 因素之一，对旅游业的发展有重要意义。而旅游目的地的形象构建对旅游目的地 的发展有着巨大的积极作用， 是旅游目的地营销的重要基石。 故在最近的十年里， 对这一问题的研究越来越受到旅游学者的关注。 但是旅游目的地
2、形象构建是一个 复杂的过程，目前对于这一问题的研究还不足，没有一个系统的模式，因此，寻 找恰当的旅游目的地形象建设模式是旅游业发展的必然要求。 本论文从旅游业与旅游目的地的自身特性入手，结合其他学科相关知识，对 旅游目的地形象基本理论问题和要素进行再探讨， 旨在深入分析得出旅游目的地 形象建设过程中所涵盖的模式，并在此基础上提出一个综合的、系统的模式,并 以屯溪老街为例加以阐述。全文主要分为四章： 第一章是引言，包括研究背景、研究意义和目的、国内外研究综述、研究 方法。 第二章是旅游目的地形象构建理论概述。主要阐述了理论依据、相关概念， 并对旅游目的地形象构建过程中涉及到的相关要素进行了简单分
3、析。 第三章是旅游目的地形象构建模式分析。本章包括两个部分：一是对以往的 三大旅游目的地形象构建模式进行阐述；二是将这三大构建模式加以整合，得出 旅游目的地形象构建战略化模式。 第四章是旅游目的地形象构建模式在屯溪老街的初步运用， 以解决屯溪老街 游客满意度不高的问题，重塑屯溪老街的旅游目的地形象，最后得出本文结论。 关键词：关键词：旅游目的地 形象构建 模式 II Abstract When coming into 21st century, Chinas economy is highly developing and the industry structure is deeply ad
4、justing. As a leader of the tertiary industry, The tourism has also welcomed the big development opportunity, gradually becoming many places prop industry. Following the tourism vigorous development, however, the tourism product is updating day by day, and the competition is superheating. How to occ
5、upy the market space in the dazzling tourism product has already become the numerous Tourist businesses key matter of concern. The traveling destinations development is an important link in the traveling industry chain, simultaneously also one of important attributes attracting tourists, which has t
6、he important meaning to the tourism development. As the traveling destination marketing important cornerstone, traveling destination image construction has the huge positive role to the traveling destination development. So working with this questions research has received more and more traveling sc
7、holars attention in the recent ten years. However, the traveling destination image construction is a complex process and at present there is insufficient research regarding this questions study, no systems pattern as well. Therefore, seeking for the appropriate traveling destination image constructi
8、on pattern is the tourism development request inevitably. This paper which stands on the characteristics of tourism industry and tourism destination is aimed to analyze the models further that be included in the process and put forward an integrated and systematic model about construction of destina
9、tion image by research about its theories and elements connecting with other subjects and elaborates taking TunXi Street as the example. This article is mainly consisted of four chapters: The first part of this paper contains the brief background、research significance and research goal、the domestic
10、and foreign research summarize and the research methods of this paper. The second part is the traveling destination image construction theory outline III which mainly elaborates what the theory rests on, the related concept, and simply analyzes the related essential factor which involves to the trav
11、eling destination image construction process. The third part is the traveling destination image construction pattern analysis. This chapter contains two parts: First, carries on the elaboration to the former three big traveling destination image construction pattern; Second, performs the conformity
12、these three big construction pattern, obtains the traveling destination image construction strategy pattern. The final part is the traveling destination image construction pattern in the TunXi Streets preliminary utilization, to solve the TunXi Street tourist degree of satisfaction not high problem
13、and to remold the TunXi Street traveling destination image, finally draws this article conclusion. Keywords: tourism destination；image construction；mode IV 目目 录录 摘摘 要要 . I 第一章第一章 引引 言言 . 1 一、本文研究背景及意义 . 1 二、国内外旅游目的地形象构建研究综述 . 3 三、可能的创新点及研究方法、框架 . 8 第二章第二章 旅游目的地形象构建基础分析旅游目的地形象构建基础分析 . 11 一、相关基础理论 . 11 二、相关概念及比较 . 13 三、旅游目的地形象构建相关要素分析 . 14 第三章第三章 旅游目的地形象构建模式旅游目的地形象构建模式 . 22 一、旅游目的地形象构建传统模式 . 22 二、旅游目的地形象构建战略化模式 . 30 第四章第四章 屯溪老街形象构建模式研究屯溪老街形象构建模式研究 . 35 一、形象识别 . 35 二、形象传播 . 40 三、游客满意度 .
