洛阳旅游目的地形象树立和传播策略初探总结.docVIP

洛阳旅游目的地形象树立和传播策略初探 摘　要 目前，旅游业在全球范围蓬勃发展，旅游产品的区际竞争日趋激烈在这种情况下，进行旅游形象的策划和传播，对于旅游的开发、规划、建设、经营和管理都具有重要的意义，并成为旅游目的地占领市场制高点的关键SEARCH ON THE ESTABLISHMENT AND DISSEMINATION STRATEGIES OF LUOYANG’S TOURIST DESTINATION IMAGE ABSTRACT At present, the tourism industry is booming all over the world, and the competition of tourism product is becoming fierce. In the circumstances, the image of tourism destination has become an important factor through the prosess of development of tourism destination, and therefore, more and more tourism destinations work to focus on the establishment and dissemination of image. It is very significant to establish and disseminate tourism destination image for the development, plans, construction and management of tourism destination, which are the keys to occupy the market for tourism destinstion. Luoyang converges ancient culture, peony culture and Heluo civilization.With this kind of resource combination, Luoyang is unique among many famous citis with historic and cultural heritage. Luoyang’s condition of developing tourism is advantaged, but the real development is not very satisfactory. The reasons for forming this situation are various, among them, the lag in establishment and dissemination of image is one aspect. So after referring to many reference documents,this article first simply analyzes the conception and meaning of tourism destination image, and then, analyzes and situates the tourism image of Luoyang, at last, researchs on the establishment and dissemination strategeis of Luoyang’s tourism image. KEY WORDS：Luoyang, Tourism destination image,Establishment, Dissemination 目　录 前　言 1 第1章 旅游目的地形象基本理论 2 1.1 旅游目的地形象 2 1.1.1 旅游目的地形象概念 2 1.1.2 旅游目的地形象内在维度 2 1.1.3 旅游目的地形象构成要素 3 1.2 旅游目的地形象的意义 4 1.2.1 诱发旅游者产生出游动机 4 1.2.2 增强旅游者的购买信心 4 第2章 洛阳旅游目的地形象分析 6 2.1 洛阳旅游资源分析 6 2.1.1 牡丹文化资源 6 2.1.2 石窟文化资源 6 2.1.3 佛教文化资源 7 2.2 洛阳旅游目的地形象定位分析 8 2.2.1 牡丹花城 9 2.2.2 佛都 9 2.2.3 千年帝都 10 第3章 洛阳旅游目的地形象树立 12 3.1 突出洛阳特色，提高资源优势 12 3.1.1 宣传牡丹文化，提高牡丹品味 12 3.1.2 整合佛教资源，打造