赣西绿色旅游精粹线主题形象研究-旅游管理专业论文.docxVIP

摘 摘 要 万方数据 万方数据 摘 要 旅游主题形象主要来源于旅游目的地的历史、地理、文化、对外政策等因 素，其对旅游目的地的形象和旅游品牌关联密切。一个正面、准确、独特的旅 游主题形象是旅游地在竞争激烈的旅游市场中形成竞争优势的关键所在。文章 以江西省赣西绿色旅游精粹线为对象，运用旅游形象理论，对其旅游主题形象 进行研究探讨。 第一，文章阐明了在世界、我国、我省旅游业大发展的背景下，通过研究 旅游地旅游主题形象，能对赣西绿色旅游精粹线的推广起到重大促进作用。 第 二，文章通过对赣西地区历史沿革和交通地理情况研究，阐明了赣西地区在历 史和地理上同根同源，同属“大袁州”的事实。为赣西地区的区域旅游合作提 供了可行性依据。 第三，文章对赣西绿色旅游精粹线各景区（点）旅游形象现 状进行简述与分析，依次对其旅游形象进行归纳概括，再对赣西绿色旅游精粹 线的资源特色进行了整合。第四，文章基于 TDIS 理论，结合前述研究成果，对 赣西绿色旅游精粹线主题形象进行定位和口号设计，给出了“禅意山水、养生 仙境”的主题口号设计。再基于 CIS 理论对赣西绿色旅游精粹线进行了形象感 知系统设计和形象传播系统设计。最后，文章对前述研究工作进行了总结，并 通过归纳存在的问题，提出了进一步的工作方向。 关键词：旅游主题形象、赣西绿色旅游精粹线、形象传播与营销 I AB ABSTRACT ABSTRACT Tourism theme image mainly comes from some elements of the tourism destination including its history, geography, culture and external policies, which has a very close relationship with its image and tourism brand of the tourism destination. An active, precise and unique tourism theme image plays a critical role in the competitive tourism market. By use of tourism image theory, this thesis studies the green tourism quintessence line of western Jiangxi, and explores its tourism theme image. .Firstly, this thesis clarifies that the research of tourism theme image is helpful to promote the development of the green tourism quintessence line of western Jiangxi under the circumstance that tourism industry has a blooming development all over the world. Secondly, through research on the history and culture of western Jiangxi, this thesis has stated the fact that from historical and geographical perspective, the whole western Jiangxi stem from the same origin, all belonging to the Ancient Guyuan, which has provided feasible basis for the regional tourism cooperation of western Jiangxi area. Thirdly, by brief introduction and analysis on the current status of the tourism images of the green tourism quintessence line of western Jiangxi, this thesis has made summarization and conclusions on the tourism images and has further integrated the resources features of the green tourism quintessence