旅游目的地形象塑造的问题与对策
摘 要
在当今全球化的旅游市场中，旅游目的地形象塑造已成为提升竞争力、促进地方经济发展和传承弘扬地方文化的关键手段。然而，随着旅游业的快速发展，旅游目的地形象塑造也面临着诸多挑战。形象定位模糊、缺乏特色，形象传播不足、效果不佳，形象与实际体验不符，以及形象塑造缺乏持续性与创新性等问题日益凸显。这些问题不仅影响了旅游目的地的市场认知度和游客满意度，也制约了旅游业的可持续发展。本研究以旅游目的地形象塑造的问题与对策为研究对象，首先对相关理论进行了概述，包括旅游目的地形象理论、形象塑造与传播理论以及可持续旅游发展理论。随后，分析了旅游目的地形象塑造的作用，包括提升旅游目的地竞争力、促进地方经济发展和传承与弘扬地方文化等方面。接着，深入探讨了旅游目的地形象塑造面临的问题，如形象定位模糊与缺乏特色、形象传播不足与效果不佳、形象与实际体验不符以及形象塑造缺乏持续性与创新性等。针对这些问题，本研究提出了相应的对策，包括明确形象定位、打造特色品牌，加强形象传播、提升市场认知，优化游客体验、实现形象与实际的统一，以及保持形象塑造的持续性与创新性等。最后，对研究进行了总结，并展望了未来的研究方向。
关键词：旅游目的地；形象塑造；文化传播
Abstract
In today's global tourism market, the image building of tourism destination has become a key means to enhance competitiveness, promote local economic development and inherit and carry forward local culture. However, with the rapid development of tourism, the image building of tourism destination also faces many challenges. Vague image positioning, lack of characteristics, insufficient image dissemination, poor effect, inconsistent image and the actual experience, and the lack of continuity and innovation in image building are increasingly prominent. These problems not only affect the market awareness and tourist satisfaction of tourist destinations, but also restrict the sustainable development of tourism. Taking the problems and countermeasures of tourism destination image shaping, this study first summarizes the relevant theories, including tourism destination image theory, image shaping and communication theory, and sustainable tourism development theory. Subsequently, the role of image building of tourism destinations is analyzed, including enhancing the competitiveness of tourism destinations, promoting local economic development and inheriting and carrying forward local culture. Then, the problems facing the image building of tourism destinations, such as fuzzy image positioning and lack of characteristics, insufficient image communication and poor effect, image and the actual experience, and the lack of continuity and innovation in image building. In view of these problems, this research puts forward the corresponding countermeasures, including clarifying the image positioning, building the characteristic brand, strengthening the image communication, improving the market cognition, optimizing the tourist experience, realizing the unity of image and reality, and maintaining the continuity and innovation of image building. Finally, the studies is summarized and future research directions are explored.
Key words: tourist destination; image shaping; cultural communication
目 录
中文摘要 I
英文摘要 II
目 录 III
引 言 1
第1章、相关理论概述 2
1.1、旅游目的地形象理论 2
1.2、形象塑造与传播理论 2
1.3、可持续旅游发展理论 2
第2章、旅游目的地形象塑造的作用 4
2.1、提升旅游目的地竞争力 4
2.2、促进地方经济发展 4
2.3、传承与弘扬地方文化 4
第3章、旅游目的地形象塑造的问题 6
3.1、形象定位模糊与缺乏特色 6
3.2、形象传播不足与效果不佳 6
3.3、形象与实际体验不符 6
3.4、形象塑造缺乏持续性与创新性 7
第4章、旅游目的地形象塑造的对策 8
4.1、明确形象定位，打造特色品牌 8
4.2、加强形象传播，提升市场认知 8
4.3、优化游客体验，实现形象与实际的统一 9
4.4、保持形象塑造的持续性与创新性 9
结 论 11
参考文献 12
摘 要
在当今全球化的旅游市场中，旅游目的地形象塑造已成为提升竞争力、促进地方经济发展和传承弘扬地方文化的关键手段。然而，随着旅游业的快速发展，旅游目的地形象塑造也面临着诸多挑战。形象定位模糊、缺乏特色，形象传播不足、效果不佳，形象与实际体验不符，以及形象塑造缺乏持续性与创新性等问题日益凸显。这些问题不仅影响了旅游目的地的市场认知度和游客满意度，也制约了旅游业的可持续发展。本研究以旅游目的地形象塑造的问题与对策为研究对象，首先对相关理论进行了概述，包括旅游目的地形象理论、形象塑造与传播理论以及可持续旅游发展理论。随后，分析了旅游目的地形象塑造的作用，包括提升旅游目的地竞争力、促进地方经济发展和传承与弘扬地方文化等方面。接着，深入探讨了旅游目的地形象塑造面临的问题，如形象定位模糊与缺乏特色、形象传播不足与效果不佳、形象与实际体验不符以及形象塑造缺乏持续性与创新性等。针对这些问题，本研究提出了相应的对策，包括明确形象定位、打造特色品牌，加强形象传播、提升市场认知，优化游客体验、实现形象与实际的统一，以及保持形象塑造的持续性与创新性等。最后，对研究进行了总结，并展望了未来的研究方向。
关键词：旅游目的地；形象塑造；文化传播
Abstract
In today's global tourism market, the image building of tourism destination has become a key means to enhance competitiveness, promote local economic development and inherit and carry forward local culture. However, with the rapid development of tourism, the image building of tourism destination also faces many challenges. Vague image positioning, lack of characteristics, insufficient image dissemination, poor effect, inconsistent image and the actual experience, and the lack of continuity and innovation in image building are increasingly prominent. These problems not only affect the market awareness and tourist satisfaction of tourist destinations, but also restrict the sustainable development of tourism. Taking the problems and countermeasures of tourism destination image shaping, this study first summarizes the relevant theories, including tourism destination image theory, image shaping and communication theory, and sustainable tourism development theory. Subsequently, the role of image building of tourism destinations is analyzed, including enhancing the competitiveness of tourism destinations, promoting local economic development and inheriting and carrying forward local culture. Then, the problems facing the image building of tourism destinations, such as fuzzy image positioning and lack of characteristics, insufficient image communication and poor effect, image and the actual experience, and the lack of continuity and innovation in image building. In view of these problems, this research puts forward the corresponding countermeasures, including clarifying the image positioning, building the characteristic brand, strengthening the image communication, improving the market cognition, optimizing the tourist experience, realizing the unity of image and reality, and maintaining the continuity and innovation of image building. Finally, the studies is summarized and future research directions are explored.
Key words: tourist destination; image shaping; cultural communication
目 录
中文摘要 I
英文摘要 II
目 录 III
引 言 1
第1章、相关理论概述 2
1.1、旅游目的地形象理论 2
1.2、形象塑造与传播理论 2
1.3、可持续旅游发展理论 2
第2章、旅游目的地形象塑造的作用 4
2.1、提升旅游目的地竞争力 4
2.2、促进地方经济发展 4
2.3、传承与弘扬地方文化 4
第3章、旅游目的地形象塑造的问题 6
3.1、形象定位模糊与缺乏特色 6
3.2、形象传播不足与效果不佳 6
3.3、形象与实际体验不符 6
3.4、形象塑造缺乏持续性与创新性 7
第4章、旅游目的地形象塑造的对策 8
4.1、明确形象定位，打造特色品牌 8
4.2、加强形象传播，提升市场认知 8
4.3、优化游客体验，实现形象与实际的统一 9
4.4、保持形象塑造的持续性与创新性 9
结 论 11
参考文献 12
