城市营销视角下的开封文化旅游新业态研究-新闻与传播专业论文.docxVIP

NEW FORMATS’ RESEARCH ON KAIFEN’S CULTURAL TOURISM INDUSTRY UNDER THE PERSPECTIVE OF CITY MARKETING A Dissertation Submitted to the Graduate School of Henan University in Partial Fulfillment of the Requirements for the Degree of Master of Arts By Wang Keke Supervisor: Prof. Liu Zhijie May, 2015 摘 要 进入 21 世纪以来，随着文化旅游与科技融合趋势的加深以及政府扶持力度的不断 增大，文化旅游新业态发展迅猛，传统的发展模式开始分解并重塑，新兴文化旅游业态 的发展建设成为文化旅游业发展中的新亮点。与此同时，文化旅游业作为城市发展的一 项重要内容，文化旅游新业态的发展理应纳入整个城市的发展轨道中，将城市营销的思 路贯彻到文化旅游新业态的发展中，对于新业态研究具有重要的指导意义。 基于此，本文尝试从城市营销的视角出发，依托城市营销理论成熟的理论体系，以 开封文化旅游新业态作为研究对象，具体包括《大宋·东京梦华》、《千回大宋》、铁 塔光影秀、小宋城和御河水系。通过对城市营销理论相关内容进行梳理从而为文化旅游 新业态的发展作理论指引，从产品创新、品牌塑造、目标市场等方面对开封文化旅游新 业态的发展状况进行分析和研究。为了进一步地了解开封文化旅游新业态发展，本文设 计了相应的问卷，共发放问卷 220 份，回收有效问卷 195 份，根据问卷调查结果，研究 发现，第一，开封市在文化旅游新业态的发展中还存在基础设施建设落后，从业人员对 于旅游服务的重视不足的问题。第二，对于宋文化的解读不够，缺乏与游客的互动。第 三，文化旅游新业态的目标市场过于狭窄，客源量有待提升。第四，宣传空间有待拓展， 游客认知度不高。针对这些问题本文提出了相应的建议：第一，加强旅游基础设施建设， 重视旅游服务品质。第二，解读宋文化内涵，增强与游客的互动。第三，拓宽目标市场， 扩大游客来源。第四，加大宣传力度，提升品牌知名度。第五，运用大数据技术，强化 精准营销和个性服务。 关键词：城市营销，文化旅游，新业态 ABSTRACT Since the beginning of the 21st century, with the increasing government support and the integration of cultural tourism and technology ,new formats of cultural tourism develop fast.The traditional development mode begins to decompose and reconstruct, emerging cultural tourism’s development has become a new bright spot in the development of cultural tourism. At the same time, cultural tourism as an important part of urban development, new forms of cultural tourism development should be included in the citys development track. To carry out the city marketing ideas to the development of cultural tourism industry has an important guiding significance for the study of new formats. Based on this, this thesis attempts to start from the perspective of city marketing ,relying on mature theoretical system of city marketing theory, take Kaifeng’s cultural tourism industry as the research object, including Small Songcheng, The tower light show and so on.Based on the theory of