北海城市旅游形象的塑造及传播策略.docVIP

桂林理工大学成人教育学院 毕业论文 题目 论北海城市旅游形象的塑造及传播策略 桂林旅专导游 系 形式 自考 层次 本 科 年级 2012级 专 业 旅游管理 学 生 王 卓 指导老师 杜密英 二○一三年六月 论北海城市旅游形象的塑造及传播策略 摘 要 近年来，中国的城市旅游飞速发展，以旅游城市为依托发展旅游业已经成为了旅游业发展的必由之路。那么，如何塑造一个良好的城市旅游形象就显的越来越重要。本文以北海市为例，在讨论北海城市旅游形象塑造的基础上对北海城市旅游形象进行定位，分析塑造北海城市旅游形象的过程中所存在的问题，并讨论北海城市旅游形象的传播策略。 关键词：北海市；城市旅游形象；塑造；传播策略 On the Bahai city tourism image and communication strategy Wang Zhuo Abstract: In recent years, Chinas rapid development of city tourism, tourist city is relying on the development of the tourism industry has become the only way for the development of the tourism industry. So, how to shape a good urban tourism image was more and more important. North of In this paper, Gimmie as an example, in the on the the basis of of discuss the the tourism image of the North Sea cities shaping the on the the the tourism image of the North Sea cities carried out positioning, to analyze the the the problem of the existence of in the shaping the the the process of of the the North Sea The city tourism image , and to discuss the dissemination of of the the North Sea The city tourism image strategy. Keywords:?Beihai City；Urban Tourism Image；Shape；Communication strategy 目 录 摘 要.......................................................................Ⅰ 目 录.......................................................................Ⅰ 1研究背景.................................................................1 2城市旅游形象的理论分析...................................................1 2.1城市旅游形象的概念...................................................1 2.2影响城市旅游形象的因素...............................................1 3北海城市旅游形象的定位...................................................2 3.1城市旅游形象定位的概念...............................................2 3.2北海城市旅游形象定位.................................................3 3.3北海城市旅游形象塑造的SWOT分析..........................