强化·销蚀·曲解

【作者】 董芳；

【导师】 谢彦君；

【作者基本信息】 东北财经大学 ， 旅游管理， 2005， 硕士

【摘要】 在酒店业激烈竞争的今天，酒店为了谋求自身的发展纷纷实行定位策略。定位是否取得了预期效果主要取决于消费者对酒店定位的认知，这就需要通过各种传播媒介对酒店定位进行宣传。酒店定位理论虽然早已存在，对定位传播的专门性研究却刚刚开始，理论尚不成熟。 旅行社是酒店定位传播的主要渠道之一，对酒店定位传播的效果有着重要的影响。与其他大众媒体不同，旅行社由于自身利益的需要有选择地把酒店定位信息传达给消费者，在酒店定位的传播过程中起到了过滤器的作用。针对这一现象，本文对旅行社所具有的特殊的传播作用进行了深入地分析与研究。期望能填补我国旅游学界在这方面研究上的空白；并指导酒店业界充分利用旅行社的中介作用，提高定位传播的效果。 本文在大量收集国内外相关文献资料的基础上，提出了三个关于旅行社传播作用的假设。运用就近抽样法在大连市两家定位明确的四星级酒店进行了访谈和问卷调查。从消费者认知角度出发，运用实证研究方法对假设进行了检验。最终得出创新性的结论：旅行社在酒店定位的传播过程中具有强化、销蚀和曲解三种不同的作用。并构筑了以旅行社为中介的定位传播过程模型和信息流动模型。 接下来，笔者综合运用了消费者心理学、传播学、经济学及营销学等多学科原理，结合实际，初步探讨了旅行社之所以会产生这些作用，主要是由旅行社自身属性、消费者满意原理、消费者特征三个原因引起的，其中应用消费者满意原理解释旅行社的传播作用，是笔者提出的新见解。 本文在最后部分从酒店和旅行社两方面，提出了诸项改善酒店定位传播效果的建议。尤其是笔者认为酒店与旅行社应改变以往的价格协议形式，签订新型的合作协议，实现双赢。更多还原

【Abstract】 In the period of hotel industry intense competition, more and more hotels carry out the positioning tactic in order to seek own development. Whether the positioning obtained anticipated effect is mainly decided by consumer’s perception for it, and this needs to communicate the hotel positioning through various media. Though the hotel positioning theory already exists, actually the special research for positioning communication just starts, and the theory still is not mature.Travel agency is one of main medium, has the important influence to the hotel positioning communication. Be different from other popular media, travel agency communicates hotel positioning selectively for its own benefit needs, plays a filter role in the hotel positioning communication process. In view of this phenomenon, this thesis analyzes and studies the special dissemination function of travel agency. I hope it can fill up the blank in this aspect in our country tourism studies, and instruct hotel using intermediary function of travel agency adequately to enhance the effect of positioning communication.This thesis gathers the domestic and foreign related document and material widely. Proposes three hypotheses about travel agency’s function in communication. Selects two four-stars hotels in Dalian carrying on survey research with reliance on available subjects. Studying from consumer perception, uses demonstration analysis to examine the hypotheses. Finally draws the innovative conclusion: The travel agency can create three different kinds of influences, that is strengthening, omission and misinterpretation to the hotel positioning communication. And constructs a positioning communication process model and a information flow model in which travel agency works as intermediary.Then, author syntheticly utilizes multi-disciplines principle such as Consumer Psychology, Communication, Economics and Marketing and so on. Combining with更多还原