文档介绍：华中科技大学
硕士学位论文
旅游景区品牌之整合传播策略研究
姓名:李明
申请学位级别:硕士
专业:传播学
指导教师:余明阳
20060508
摘要
我国旅游业在改革开放的进程中高速成长,现在,已经成为我国最具活力的
一大产业和国民经济新的增长点。旅游景区品牌正是在旅游业的这种高速成长中
产生和发展起来。自 20 世纪 90 年代中期开始,我国在继续进行产业结构调整、
经营机制转换和大力进行旅游产品开发的同时,迎来了旅游业发展的一个新时期
——品牌经营时代。旅游景区品牌创建和管理成为我国旅游业发展的核心问题。
而旅游景区品牌的有效传播则是旅游景区品牌创建和管理赖于实现的基础和手
段。本文对旅游景区品牌整合传播策略的研究,目的在于为我国旅游景区品牌的
传播寻找出一系列有效的方法和措施,从而保证我国旅游景区品牌建设和管理的
科学发展。
本文主要运用了文献研究方法和个案分析方法,通过对国内外品牌传播和中
国近十年的旅游营销相关理论的研读,在对旅游景区品牌的内涵和特征、传播途
径解读和界定的基础上,提出了我国旅游景区品牌传播的最佳策略,即整合传播
策略。主要从旅游景区品牌传播手段的整合、传播内容的整合、传播媒体的整合
和传播时机的选择四个方面入手,探讨了我国旅游景区品牌将如何通过对旅游传
播资源的最大整合,而力争达到传播效果的最大化,并结合“香港迪斯尼乐园的成
功之道”这一案例进行了具体分析。
关键词:旅游景区品牌整合传播策略
I
Abstract
In course of reform, Chinese tourism has developed fast. Today, it has e a
great-hearted industry and a new increase point of national economy. Chinese tourist
attraction brand just develops in this condition. Starts from the 1990s intermediate stages,
China while continues to carry on the adjustment of industrial structure ,the
transformation of management mechanism ,and push the tourism product development
vigorously, enters a new time in tourism development—— time of management on brand.
The foundation and management of tourist attraction brand turn to the core question in
development of our national tourism. But the effective dissemination of tourist attraction
brand is the realizable foundation in the foundation and the management of tourist
attraction brand. This paper researches the strategy on dissemination of tourist attraction
brand. The goal is seeking a series of effective methods and the measure for our national
dissemination of tourist attraction brand, thus guarantees construction and the
management of our national tourist attraction brand can get scientific development.
This article has mainly adopted the technique of literature research and case study. It
via reading correlative theory about the domestic and foreign brands dissemination and
tourism marketing in past nearly ten y