媒介传播对旅游景区品牌的影响旅游营销必备.docVIP

目 录 摘要……………………………………………………………………………………………1 关键词…………………………………………………………………………………………1 Abstract………………………………………………………………………………………1 Key words………………………………………………………………………………………1 一、媒介传播的理论基础………………………………………………………………………2 （一）“五W”模式………………………………………………………………………………2 （二）媒介传播的概念………………………………………………………………………2 （三）媒介传播旅游景区品牌的过程…………………………………………………………2 二、媒介传播对旅游景区品牌的影响…………………………………………………………3 （一）塑造了景区品牌…………………………………………………………………………4 （二）放大了品牌效应…………………………………………………………………………4 （三）显示了旅游景区品牌特有的文化内涵和价值…………………………………………4 （四）提高了公众对旅游景区品牌的认知和态度……………………………………………4 三、实现景区品牌价值增值的对策……………………………………………………………5 （一）了解媒介特点，选择恰当的媒介………………………………………………………5 （二）分类品牌，制定有效的传播策略………………………………………………………5 （三）优化配置，内外营销媒体互 致谢……………………………………………………………………………………………7 参考文献………………………………………………………………………………………7 媒介传播对旅游景区品牌的影响 摘要：本文采用旅游学和传播学跨学科的研究方法，着重探讨媒介传播对旅游景区品牌的影响。旅游景区品牌的兴起是旅游业发展的一个重要标志。旅游景区的品牌不再是单纯品牌名称,其包括着丰富的内涵,景区品牌定位与战略将会全面影响景区的一切经营管理活动。旅游景区品牌是一个景区通过自己的某种独特性形成行业中的差别优势，而媒介的传播可以影响受众对这种优势的认同。更重要的是通过品牌管理,让顾客通过消费,感知或体验该景区的品牌核心价值,提高顾客对景区品牌的满意度,实现顾客推荐,促成其他消费者前来体验景区的产品及服务。 关键词：媒介传播；旅游景区品牌；影响 The Influence of Media Communication on The Brand of Scenic Spot Student majoring in tourism management Bian Qian Tutor Wang Jianxi Abstract: In this article, I will use the knowledge of tourism and communication to discuss the influence of media communication on the brand of scenic spot. The rise of the brand of scenic spot of the travel is an important sign of development of tourist industry. It is no longer a simple brand name, which includes abundant intension. The brand of scenic spot will influence all operational and managerial activities of the scenic spot with strategy in an all-round way. The brand of scenic spot is an advantage for a scenic spot in tourism industry, and the media communication can make people agree the advantage.It is important for us to use brand management to make customers know more about the value of scenic spot. In this way, we can get more customers. Key words: media communication; the brand of scenic spot; infl