宁波城市旅游品牌形象的游客认知研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波城市旅游品牌形象的游客认知研究 摘 要 随着城市的发展，城市化进程不断加快，城市之间竞争不断加剧，提升城市知名度，打造城市形象成为各城市的首要任务。城市旅游的发展能够很好的帮助城市打响知名度，如今塑造城市品牌已经成为城市旅游发展的新趋势，打造城市旅游品牌，提升城市形象，已经成为各城市发展旅游产业的重要手段。 城市旅游品牌形象的游客认知研究是从游客心理角度出发结合社会心理学、品牌等相关理论来探讨游客认知的研究。本文拟在运用品牌形象的相关理论，特别是从游客角度的品牌相关理论来探讨分析品牌形象和城市旅游品牌形象等的研究，从游客的角度探讨城市旅游品牌形象的内涵。运用社会心理学的有关知识，探讨游客对宁波城市旅游品牌形象的认知情况，以及对其认知情况引起的旅游态度等的研究。在已有的品牌理论的基础上，通过对宁波市城市旅游品牌形象的游客认知调查，分析其认知情况，针对其认知差距，提出完善游客认知的对策与措施。 关键词：Abstract With the development of city, the urbanization process is accelerating; the competition between cities is increasing. Promote the urban visibility; make the image of cities become the primary task of each city. The development of city tourism can help city promote visibility, nowadays shaping city brand has become a new trend in the development of urban tourism, build urban tourism brand, improve the image of the city, has become an important means of developing tourism industry in every city. City tourism brand image of tourist cognitive from the tourists’ point of view combined with social psychology, brands and other related theories of cognition of tourists. This paper intends to use the theory of brand image, especially from the perspective of tourists of the brand to explore the theory of brand image and brand image of urban tourism research, from the perspective of tourists’ connotation of urban tourism brand image. Use the knowledge of social psychology to explore the tourist city of Ningbo tourism brand image cognition, and cognition caused by their attitude of tourism. The exist theory on the basis of the brand, through the brand image of city tourism tourists’ cognitive investigation, analysis of their cognition, perception gap for the proposed improvement strategies and measures of cognitive tourists. Keywords: city tourism; brand image; tourists’ cognitive目 录 毕业论文独创性声明 I 摘 要 I Abstract II 目 录 III 1 绪论 4 1.1 研究背景与研究意义 4 1.2 研究目的与研究方法 4 1.2.1 研究目的 4 1.2.2 研究方法 5 1.3 论文框架结构 6 2 相关理论 7 2.1 城市旅游相关理论 7 2.2品牌形象相关理论 7 2.3 游客认知相关理论