【作者】 潘华丽；

【导师】 崔凤军； 何佳梅；

【作者基本信息】 山东师范大学 ， 人文地理学， 2003， 硕士

【摘要】 本文以注意力经济的基本理论为指导，探索该理论在旅游产业中的具体应用。本文在广泛搜集资料的基础上，结合实际调查和个人的认识，提出旅游的注意力营销三大手段，并总结出相关规律，为现代旅游营销提供理论和实践方面的借鉴。全文分六部分： 1．导言由选题背景、国内外研究进展、论文框架与技术手段、论文研究意义四部分构成，在明确旅游的注意力营销研究价值和国内外学术研究成果的基础上重点分析了以经济学、市场学、营销学、旅游学、社会学为基础的理论与实践相结合的技术路线，并指出了该研究的理论与实践意义。 2．注意力营销观念的理论支撑由注意力经济的缘起及发展现状、注意力经济相关概念及其关系、注意力经济的本质特征、注意力经济下的营销创新和注意力环境下的旅游营销五部分构成，其主要内容是对论文写作之理论基础的阐释。从注意力经济的产生入手，提出相关概念和本质特征，论述了注意力营销在理论、模式和手段上的创新之处，明确了注意力经济对旅游营销的意义，进而提出旅游的注意力营销的三大手段及其关系和旅游的注意力营销应注意的问题。 3．炒作旅游热点是捕获公众注意力的捷径，也是旅游的注意力营销的最有效手段。本部分首先概述了媒体炒作的作用和旅游热点的形成，其次指出营造旅游热点新闻的必要性和炒作应掌握的实力、时机、适度和引导四大原则，并总结出炒作旅游热点的八大方法，最后理性地分析了炒作旅游热点时应处理的问题和几种炒作方法的利弊关系。 4．播发旅游广告是旅游注意力营销的又一大手段，是针对性地向目标人群收购注意力。本部分介绍了我国旅游广告的现状和问题，分析了旅游广告营销的基本原理；在广告聚敛公众注意力的效果分析与评判中分析了媒体对引发公众注意力的贡献，采用市场问卷调查的形式得出济南公众对媒体的关注规律和对主要客源国日本的媒体推广方案；最后用销售成果测定法和亏盈平衡点法对广告效果进行测定和评价。 5．举办旅游节庆是引爆公众注意力的一大卖点。本部分包括旅游节庆认知、旅游节庆现状和机理剖析、旅游节庆营销效果的评价三方面内容。介绍了旅游节庆的概念、构成要素、联动效应，分析了旅游节庆的发展现状、发展趋势、形成机理和旅游节庆营销的发展道路，肯定了旅游节庆营销对吸引公众注意力的作用，在评价旅游节庆营销效果的基础上总结出其影响范围规律、举办时间规律、节庆活动内容变化规律、效果延展规律和经济效益规律，供旅游节庆营销的参考。 6．基于上述研究成果，笔者得出相关结论。指出旅游的注意力营销实质是施展招数，尽最大可能地吸引公众的关注，旅游注意力营销的三大手段无一不与媒体有很大关系，因此得出吸引公众的注意力关键在于利用媒体的力量，最后指出注意力营销仅是旅游营销的有利手段，最终目的还要看营销效果如何。 目前，旅游的注意力营销研究是一种新生事物，本文只是一种尝试性的写作，限于资料与笔者能力的有限，不足之处在所难免，恳请各位专家学者批评指正，以求实现新的提升。更多还原

【Abstract】 This paper regards basic theory of attention economy as guide, probes the concrete applications of the theory in tourism industry. On the basis of collecting materials extensively, combining actual investigation and the understandings of individual, this paper proposes three major means of attention marketing of tourism and summarizes relevant laws, Offers the reference in theory and practice for modern tourism marketing. The paper divides into six parts:l.The introduction consists of four parts: selected title background, domestic and international research development, thesis frame and technological means and study meaning .on the base of clearing the study value of attention marketing of tourism and domestic and international academic achievement, the author analyses technical route which combines theory and practice together with help from economics, marketing, market study, tourism study, sociology etc, and lay much emphasis on the importance of practice and theory meaning of the paper.2.The theory support of Attention marketing ideas includes five parts: genesis and develop current situation, attention economy relevant concept and relation, the essences of attention economy, marketing innovate by attention economy, tourism marketing under the attention economy environment, whose main contents is to elucidate theoretical basis of this thesis. Proceeding with formulation of attention economy, the author puts forward the relevant concept and essential characteristics; Expounds the innovations of theories, modes and means in attention marketing, and makes clear the meaning of attention economy to tourism marketing, proposes the three major means and relations of tourism attention marketing and the problems should pay attention to.3.Scalping tourism focus is the shortcut to catch mass attention and the most effective means of tourism attention marketing. This part Sums up the function of media scalp and the forming of tourism hot spot firstly, secondly, Points out the necessity of building tourism hot spot and four major principles of news scalp that should be grasped: strength, opportunity, appropriate and guides, summarizes the eight major methods of scalping tourism hot spots. Lastly, analyses the problems that should deal with when scalping tourism hot spot and the pros and cons relations of several scalp methods.4.Broadcasting tourism advertisement is the heavy means of attention marketing. It is purchasing attention to the goal crowd purposely. This part introduces the current situation and issues of tourismadvertisement of our country, analyses the basic principles of tourism advertising marketing; partly originally and; In advertisement effect analysis and judging of focusing mass attention analyses contributions to the causing masses’ attention of media. By the form of market questionnaire investigation draws to some laws of concerning media in Jinan and popularizing schemes of media in Japanese which is our main guest country; At last determines and appraises the advertising result by the methods of selling achievement determining and gain-lose equalization point.5.Holding tourism festival is the great aspect worth buying of igniting masses’ attention. This part includes tourism festival knowing, tourism festival current situation and mechanism analyze, marketing result appraisal of tourism festival. Introduces concept, composition key element, effect of linking of tourism festival, Analyses the development current situation, development trend, form mechanism and the developing ways of tourism festival marketing, Affirms the functions of tourism festival marketing in absorbing masses’ attention, Summarizes some laws in effecting range, holding time, content change, result extend and economic benefits, on the basis of appraising the marketing result of tourism festival, for the reference of tourism festival marketing.6.Because of the above-mentioned achievements in research, the author draws the relevant conclusion, Points out the essence of tourism attention marketing is to abs更多还原