旅游城市产品广告创意及营销策略研究与实施-管理科学与工程专业毕业论文.docxVIP

内容摘要随着我国经济发展和社会进步进程的加快，旅游消费个性化需求的上升，旅游消 内容摘要 随着我国经济发展和社会进步进程的加快，旅游消费个性化需求的上升，旅游消 费者自主参与意识的增强，旅游产品开发中需要更多地注重个性化，明确主题性，强 调文化性，增强参与性。本文以旅游产品开发为主线，围绕如何提升旅游过程的体验 性，开发具有良好综合社会效益和经济效益的旅游产品分四部份内容进行了研究。 论文首先介绍了研究的背景、意义和方法，接着介绍了旅游产品、广告创意和旅 游市场营销及旅游地产等一些概念和理论，并对国内外旅游营销研究概况和我国旅游 ◆ 市场营销现状做了归纳分析。在进行了理论分析和研究的基础上，结合体验经济的 内涵和发展，从海南独具特色的旅游地产和具有明显文化特色的海南民俗旅游产品一 一黎锦两个方面分析了体验式营销的策略的应用于推广，其中旅游地产结合阳光海岸 项目的规划设计、营销推广等加入了内在的体验成分，而黎锦相应在美学、生活方式、 氛围、情感等方面如何进行体验营销进行了详细分析，设计了一整套黎锦旅游产品开 发方案，从开始的广告宣传，到游客来到旅游地进行参观体验的各个方面进行了详细 的构思设计，提出了从宏观方面产业政策建议和微观方面强化旅游直接体验的观点， 可以说体验贯穿于旅游的全过程。最后是对所做研究的一个总结，指出了一些需要注 意的问题和提出了一些可行性意见。 关键词：旅游产品；广告创意；体验式营销；旅游地产；黎锦 ABSTRACTAs ABSTRACT As China’S economic development and acceleration of the process of social advancement，the personalized demand of tourism consumption has increased，tourism consuTners have enhanced the sense of self-involvement，tourism product development need more emphasis on personalized，clear thematic，underline cultural，enhanced participation．The main line of this paper is tourism product development，focus on how to enhance the experience in the process of travel，exploit a tourism product which have an integrated of good social and economic benefits，the paper have been divided into four parts to research． Firstly the background、ignificance and methods of the study have been described in the paper,secondly the paper introduced the tourism product，advertising creative，tourism marketing and tourism real estate concepts and theories．as well as has done a summarized analysis of domestic and international tourism marketing research profile and the present situation of China’S tourism market．Based on’the theoretical analysis and research, combined with the content and development of the experience—economy,the paper proposed two aspect to used and promote experiential marketing strategy,they are Hainan unique tourism real estate and right with a distinct cultural characteristics of fou【tourism products in Hainan．-．．Li Jin,the inner components of experience has b