文档介绍：华中科技大学硕士学位论文
摘要
旅游业的飞速发展和竞争的日益剧烈促使其经历了资源驱动和市场驱动后进入
形象驱动的阶段,旅游地形象已经成为旅游者进行旅游决策的重要依据。如何树立
鲜明而又独特的旅游形象已经成为旅游地占领旅游市场制高点的关键。
武当山位于湖北丹江口。1994 年,联合国教科文组织考察后将武当山古建筑群
列为世界文化遗产名录。武当山是湖北省唯一被列入世界文化遗产的旅游景区,同
时也是湖北省旅游三大王牌之一。但十多年来,武当山的旅游发展仍处于低水平,
其接待人数和旅游收入远落后于其他山岳型世界遗产地,如黄山、泰山。游客接待
量仅仅相当于他们的四分之一甚至十分之一,与其世界文化遗产的地位不符。因此,
要提高武当山的知名度和美誉度,很有必要对武当山旅游形象进行再定位,从而更
有效的开展旅游营销活动。
本文在分析武当山自然地理特征和人文社会文化评述的基础上,建立武当山文
脉结构,并结合武当山客源现状和旅游形象感知调查分析,同时与武当山周边地区
具有类似资源的旅游景区形象进行对比,进而提出武当山旅游形象定位、宣传口号
和传播策略。
关键词:武当山;旅游形象;定位;传播
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华中科技大学硕士学位论文
Abstract
With tourism’s rapid development and petition,Tourism experienced the
resource actuation and the market actuation,then entered the image ,The
tourism destination image has already ed the important basis for travellers making
the traveling to set up a bright and unique tourism image is important for a
tourism destination to occupy a dominant position in petition.
Wudang Mountain locates in the city of Danjiang of Hubei 1994, Its ancient
plex was listed in the World Culture Inheritance Name List by the
Hubei province ,Wudang Mountain is only listed in the World Culture
Inheritance Name List and also is one of three big trump cards. But in ten years, Wudang
Mountain’s travelling development was still in the low level. Its reception population and
traveling e far fell behind other world inheritance mountains, such as Huangshan
Mountain and Taishan, merely equalled to 1/4 even 1/10 and not suit for its world culture
inheritance status. Therefore, enhancing the well-knownness and fine reputation of
Wudang Mountain, We should put forward the image orientation of Wudang Mountain,
thus carry on travelling marketing activity effectively.
The article builds regional context construction based on geological condition and
social literacy, then put forward the image orientation, logo designing and image extension
strategy.
Key Words:Wudang Mountain; to