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本篇文章目录导航：
【题目】合肥地区旅游市场营销途径探究
【第一章】旅游品牌有效营销方式研究绪论
【第二章】旅游品牌的概念及其传播理论
【3.1】合肥市旅游品牌传播状况
【3.2】合肥旅游品牌宣传的效果分析
【第四章】合肥市旅游品牌市场营销的优化建议
【参考文献】旅游景区对外宣传策略探究结语与参考文献
摘 要
旅游业在经历“资源”竞争、“产品”竞争、“营销”竞争之后，已经步入到“品牌”竞争的时期，竞争也由基于价格转向基于旅游者的心理和情感满足，塑造旅游目的地品牌成为旅游地竞争的重要手段。品牌化已是旅游目的地发展的大势所趋，在其旅游品牌的塑造过程中，旅游品牌传播是旅游目的地品牌化的核心和难点。
当今时代，面对众多旅游地品牌的争相建立，旅游地品牌竞争的越来越激烈；而且旅游者的品牌消费观念增强，品牌旅游地会受到众多旅游者的热捧；此外，大众传播媒介是旅游地品牌传播的主要渠道，而网络媒体作为大众传播媒介的后起之秀，以其强大的优势改变了大众传播媒介的形态，如何做好网络媒体传播是对旅游地品牌传播提出的新挑战。这些让旅游地品牌传播工作既有现实的迫切性，又增加了开展旅游地品牌传播工作的难度。
自 20 世纪 90 年代，学者们借鉴营销学和传播学的理论来研究旅游目的地市场营销，出现很多研究成果。但是借助营销学和传播学的理论来研究旅游目的地品牌传播的学者及成果相对较少。
本研究首先在梳理旅游地品牌传播研究相关文献的基础上，阐述论文的研究背景和研究意义，对国内外关于旅游地品牌传播的研究进行综述分析。
其次，界定了与本研究相关的受众、旅游者、旅游品牌、旅游品牌传播的概念，阐述本文借鉴的旅游品牌流行度曲线理论和整合营销传播理论。
在此基础上，以合肥市作为研究案例。对合肥市的旅游资源进行分析和评价；调研和分析了合肥市旅游品牌传播的途径、旅游品牌传播的内容。通过设计问卷，以品牌传播的受众——合肥市的旅游者和潜在旅游者为调查对象，对合肥市旅游品牌传播的效果进行了问卷调查分析，分析的内容包括受众的媒体接触习惯、受众对合肥市旅游品牌传播的认知记忆效果、情感态度效果和行为促进效果；依此，总结了合肥市旅游品牌传播的不足之处。
最后，针对其旅游品牌传播中的不足之处，以及合肥市旅游资源与旅游市场现实状况，提出合肥市旅游品牌传播相关工作的建议：未来合肥市旅游品牌传播的目标，在旅游品牌传播时要坚持的几点原则，以及对合肥市未来旅游品牌传播策略的几点优化建议。
本文通过以合肥市为案例，对合肥市旅游品牌传播的效果和策略展开研究。立足于合肥市旅游所处的现实传播环境，以品牌传播学的理论为基础，提出合肥市旅游品牌传播的策略优化建议。本文的研究有利于增加对合肥市旅游品牌的理解和定位，有利于提升合肥市旅游品牌传播的实践能力，增强合肥市旅游品牌的市场竞争力，为安徽省其他旅游目的地的发展提供本土化案例，为同类型的城市旅游目的地品牌传播工作提供一些参考。
关键词：合肥市；旅游品牌；品牌传播
ABSTRACT
After experiencing “resources” competition, “product” competition, and“marketing” competition, tourism has entered the period of “brand”
competition.Competition also shifts from price-based to psychological and emotionalsatisfaction of tourists.Shaping tourism destination brands have become an importantmeans of competition in the tourism destinations.Branding has become the trend oftourism destination development, tourism brand communication is the core and difficultyin the process of shaping its tourism brand.
In the current era, in the face of the establishment of many tourism brands, thecompetition of tourism brands is becoming more and more fierce.Moreover, the brandconsumption concept of tourists is enhanced, and the brand tourism destinations will bepopular among many tourists.In addition, the mass media is the main channel for tourismbrand communication,and the up-and-coming star of online media as a massmedia,changed the form of mass media with its strong advantages,how to do a good jobof online media communication is a new challenge to the spread of tourism brands.Thesehave made the tourism brand communication work both realistic and urgent, and thesehave increased the difficulty of carrying out tourism brand communication work.
Since the 1990s,Scholars draw on theories of marketing and communication tostudy tourism destination marketing,and many research results have emerged.However,the scholars and the results of the study of tourism destination brand communication withthe theory of marketing and communication are relatively few.
Firstly, based on the literatures related to brand communication research in tourismdestinations, this paper explains the research background and significance, and analyzesthe research on the brand communication of tourism destinations at home and abroad.
Secondly, this paper defines the concept of audience, tourist, tourism brand, andtourism brand communication related to this study.Explains the theory of tourism brandpopularity curve theory and integrated marketing communication theory.
Based on these, Hefei City is used as a research case.Analyzes and evaluates thetourism resources of Hefei City,investigates and analyzes of the ways and the content ofHefei City tourism brand communication.This paper analyzes the effect of tourism brandcommunication in Hefei City by designing questionnaires and taking the target of brandcommunication--tourists and potential tourists in Hefei as the survey object. The content of the analysis includes the media contact habits of the audience,the cognitive memoryeffects, the emotional attitude effects and behavior promotion effects of tourism brandcommunication in Hefei City.Thus, this paper summarizes the inadequacies of tourismbrand communication in Hefei.
Finally, this paper puts forward the suggestions for the related work of tourismbrand communication in Hefei City in view of the inadequacies in the communication oftourism brands and the realities of tourism resources and tourism market in Hefei: thegoals of tourism brand communication in Hefei in the future, several principles to beadhered to when tourism brand communication, as well as several optimizationsuggestions for Hefei's future tourism brand communication strategy.
This paper takes Hefei City as a case to study the effects and strategies of Hefei Citytourism brand communication, based on the realistic communication environment inHefei City tourism and the theory of communication, the paper puts forward the strategicsuggestions for tourism brand communication in Hefei.The research in this paper isconducive to increasing the understanding and positioning of Hefei tourism brand,and isconducive to improving the practical ability of Hefei tourism brand communication.andenhancing the market competitiveness of Hefei tourism brands,providing a localizationcase for the development of other tourism destinations in Anhui Province,and providessome references for the same type of urban tourism destination brand communicationwork.
KEY WORDS: Hefei City; Tourism brand; Brand communication
目 录
第一章绪论
第一节研究背景和意义
一、研究背景
二、研究意义
第二节国内外研究综述
一、国外相关研究回顾
二、国内相关研究概述
三、研究评价
第三节研究方法及研究思路
一、研究方法
二、研究思路
第四节研究内容与技术路线
一、研究内容
二、技术路线
第二章相关概念及理论基础
第一节相关概念的界定
一、受众与旅游者
二、旅游品牌
三、旅游品牌传播
第二节理论基础
一、旅游品牌流行度曲线理论
二、整合营销传播理论（IMC）
第三章合肥市旅游品牌传播分析
第一节合肥市旅游品牌传播状况
一、合肥市旅游资源分析
二、合肥市旅游品牌传播的途径
三、合肥市旅游品牌传播的内容
第二节合肥市旅游品牌传播的效果分析
一、问卷设计及发放
二、问卷结果分析
三、传播的不足之处
第四章合肥市旅游品牌传播的优化建议
第一节合肥市旅游品牌传播的目标
一、提升旅游品牌的知名度
二、提升旅游品牌的识别度
三、提升品牌文化的传播力
四、提升旅游品牌的美誉度
第二节合肥市旅游品牌传播的原则
一、切合市场
二、协调一致
三、简单重复
四、互动参与
第三节合肥市旅游品牌传播的策略优化建议
一、夯实传播基础
二、运营网络媒体
三、善用名人效应
四、传播文化特色
五、防范舆情危机
第五章
结语
附录
参考文献
致谢
