摘 要
随着全球旅游业的蓬勃发展，旅游目的地之间的竞争日益激烈。旅游目的地形象作为吸引游客、提升竞争力的关键因素，其塑造与传播策略显得尤为重要。然而，当前许多旅游目的地在形象塑造上缺乏特色，传统传播方式面临局限，目标受众定位不准确，且监测与评估体系不完善。这些问题严重制约了旅游目的地的可持续发展和市场竞争力的提升。因此，本文旨在探讨旅游目的地形象的塑造与传播策略，通过分析当前旅游目的地形象塑造面临的问题，如缺乏特色、传统传播方式局限等，提出了一系列针对性的策略建议。研究首先明确了旅游目的地形象的概念和构成要素，进而构建了形象塑造的理论框架。在此基础上，本文深入剖析了形象塑造与传播过程中存在的问题，并提出了深化特色形象塑造、强化文化内涵展示、打造独特品牌、实施多渠道传播等策略。同时，本文还强调了精准化目标受众定位和建立动态监测与评估体系的重要性。通过本研究，旨在为旅游目的地的形象塑造与传播提供理论支持和实践指导，促进旅游业的可持续发展。
关键词：旅游目的地形象；塑造策略；传播渠道；监测与评估
Abstract
With the booming of global tourism, the competition among tourist destinations is increasingly fierce. As a key factor to attract tourists and enhance competitiveness, the image of tourism destination is particularly important in shaping and communication strategies. However, at present, many tourist destinations lack characteristics in image building, and are faced with limited traditional communication modes, inaccurate positioning of the target audience, and imperfect monitoring and evaluation system. These problems seriously restrict the sustainable development of tourism destinations and the promotion of market competitiveness. Therefore, this paper aims to explore the image shaping and communication strategies of tourism destinations, through the analysis of the current problems of tourism destinations, such as the lack of characteristics, the limitations of traditional communication methods, and put forward a series of targeted strategic suggestions. The research first clarifies the concept and elements of the image of tourism destination, and then constructs the theoretical fr amework of image building. On this basis, this paper deeply analyzes the problems existing in the process of image shaping and communication, and puts forward the strategies of deepening the characteristic image shaping, strengthening the display of cultural connotation, building a unique brand, and implementing multi-channel communication. At the same time, this paper also emphasizes the importance of accurate target audience positioning and establishing a dynamic monitoring and evaluation system. Through this study, we aims to provide theoretical support and practical guidance for the image shaping and dissemination of tourist destinations and promote the sustainable development of tourism.
Keywords：Tourism destination image; Shaping strategy; Communication channel; Monitoring and evaluation
目 录
引 言 1
第一章 旅游目的地形象塑造的理论基础 2
1.1 形象塑造的概念 2
1.2 形象塑造的理论框架 2
第二章 旅游目的地形象塑造与传播面临的问题 4
2.1 形象塑造缺乏特色 4
2.2 传统传播方式局限 4
2.3 目标受众定位不准确 5
2.4 监测与评估体系不完善 6
第三章 旅游目的地形象塑造与传播策略 7
3.1 深化旅游目的地特色形象塑造 7
3.1.1 强化文化内涵与地域特色的挖掘与展示 7
3.1.2 打造独具特色的旅游目的地品牌 7
3.2 多渠道、多层次的传播策略 8
3.2.1 整合传统与新兴媒介 8
3.2.2 利用社交媒体与数字营销 9
3.3 精准化目标受众定位 9
3.3.1 运用大数据分析精准识别潜在客群 9
3.3.2 制定针对性强的传播策略 10
3.4 建立动态监测与评估体系 11
3.4.1 实施实时监测，及时调整传播策略 11
3.4.2 建立评估体系，优化传播内容 11
结 论 13
参考文献 14
致 谢 15
