【作者】 金娜；

【导师】 庄志民；

【作者基本信息】 华东师范大学 ， 旅游管理， 2009， 硕士

【摘要】 旅游的众多特点,决定了旅游的实现形式首先是旅游主体对旅游目的地的感知,因此,旅游者在选择目的地时,其头脑中对旅游地的印象起到了非常重要的作用,在一定程度上影响着旅游者的旅游决策和行为选择。而旅游者主体意识,在这个信息泛滥的时代,不可避免地受到外在信息的巨大冲击,旅游者对旅游消费的选择受大众传媒的影响越来越大。因此,从某种程度而言,旅游的发展进入了形象导向阶段,形象是吸引旅游者的最重要因素之一。成功的旅游地首先要有一个能够引起游客注意的独特、生动的旅游形象,从而与旅游者建立某种有效的沟通,同时也赋予旅游地更丰富的感情力量。大型活动被认为是建立目的地声望的有效途径。作为一个重新塑造和宣传旅游形象的重要契机,大型活动的举办往往能够引起世界各大媒体的关注,为目的地赢得较高的知名度和美誉度。因此,大型活动被认为是提升旅游目的地形象的超级引擎。顺应这一发展趋势,国内许多目的地纷纷举办各种各样的活动,问题也随之层出不穷。因此,探讨大型活动对举办地旅游形象的影响,显得如此迫切而紧要。本文总体上分为如下五个部分。第一章绪论,提出问题的研究背景,引出论文的研究领域,深入剖析了“大型活动”、“旅游形象”及其相关概念,并对国内外的相关研究进行了梳理和归纳,确定了论文的研究路线和框架结构。第二章,首先对本文涉及的相关理论进行了阐述,接着对旅游形象进行了静态和动态两个层面的系统分析,提出了旅游形象系统的原生形象、诱导形象和实感形象三元核心结构,最后分析了大型活动的综合效应。第三章,着重从现实形象、媒介形象和感知形象三个层面系统研究了大型活动对旅游形象的影响。第四章,以南汇桃花节为例,开展实证研究,探讨了大型活动对举办地旅游形象的具体影响和推动作用,并针对大型活动举办中的一些问题,对今后希望通过举办活动提升旅游形象的目的地提出了对策性建议。最后一章,总结全文,指出研究存在缺陷,并对今后研究提出展望。本文在使国内活动及旅游的基础理论研究更加丰富和深入的同时,以期对现实有所指导意义。更多还原

【Abstract】 Characteristics of tourism define the importance of tourism image. The image of a tourist destination has a strong influence on people in terms of his or her decision. In this information age, mass media has a great impact on the trend of the tourist consumption. Therefore, to some extent, the development of tourism has entered an image-oriented stage. The image of a tourist destination is one of the most important appeal factors. A successful tourist destination is bound to have a unique and attractive image, which helps establish effective communication with targeted market and build up its competition edge. Therefore, mega-event is regarded as an effective way to build up prestige of a tourist destination. Thus, the holding of a mega-event is considered as a super-engine to improve popularity and to enhance the reputation of the host place. To follow the development trend, many domestic destination hosts a variety of activities in succession and issues also arise one after another. Obviously it is necessary to explore the issue how to enhance impact of mega-events on the tourism image of host places.This paper is composed of five chapters as followings described. As an introduction, Chapter 1 reviews the relevant literature, sums up the achievements in this field, focuses on some basic concepts and establishes the framework and the methodology which this paper follows. Chapter 2 focuses on discussing several related theoretical devices and the comprehensive effects of mega-events, and then it conducts a systematic analysis of the tourism image, takes an insight into its structure、features and formation mechanism, finally it establishes a framework of the image of a tourism destination namely organic image、induced image and cognitive image. In Chapter 3, this paper does a systematic research on the influence of mega-events over the tourism image of host places in terms of original image、induced image and cognitive image. Chapter 4 is a case study of Nanhui Peach Blossom Festival, which is based on a market investigation and analysis. The final chapter is about a conclusion, the limitation of the paper and the fields into which further study should be carried out.更多还原