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近些年来,随着旅游业的快速发展,一些旅游景区只是盲目的追求其经济效益,利润最大化便是其终极目标,而在其关注效益的同时却忽略了景区相关开发、宣传、管理等问题,忽略了自身形象的塑造。旅游目的地形象是一座城市旅游、服务、质量、居民文化等外部表现。它是一座城市历史印象、现实感官、未来发展在公众心目中的综合体现,是城市整体经济、人文等感知印象。就旅游目的地而言,形象承载了自然文化、环境文化、绿色生态文化、历史文化。因此,研究好的景区形象传播策略,为游客展示清晰、美好的旅游地形象,让游客了解旅游地区的文化底蕴,对于旅游活动的开展,以至城市形象的塑造都起着至关重要的作用。
In recent years, with the rapid development of the tourism industry, some tourist attractions blindly pursue their economic benefits. Profit maximization is its ultimate goal. However, while paying close attention to the benefits, it ignores the related development, promotion, management, etc. Problems, ignoring the shape of their own image. The image of tourist destination is an external manifestation of urban tourism, service, quality and resident culture. It is a city of historical impressions, the reality of the senses, the future development of the public in a comprehensive expression of the overall urban economy, humanities and other perceptions. For tourist destinations, the image bears the natural culture, environmental culture, green ecological culture, history and culture. Therefore, to study a good scenic area image dissemination strategy to show tourists a clear and beautiful image of the tourist destination so that visitors can understand the cultural heritage of the tourist area will play a crucial role in the development of tourism activities and the shaping of the city image.