【作者】 吉世虎；

【导师】 黄建军；

【作者基本信息】 华侨大学 ， 人文地理学， 2011， 硕士

【摘要】 改革开放后,尤其是进入新世纪的这些年,中国旅游业蓬勃发展,旅游市场的细分效应越来越明显,大众旅游逐渐向受众旅游过渡。茶文化旅游正是在这种背景下产生的,它将我国悠久博大的茶文化与旅游相结合,将茶产业和旅游产业相结合,能够使二者得到共赢发展。旅游地形象是影响旅游者决策的重要因素,对一个旅游地来说,准确定位、合理设计自身旅游形象成为其工作的重点。学术界对于旅游形象系统理论的构建日趋完善,本文将旅游形象系统理论应用在文化型新兴旅游地的发展研究中,为旅游地的经营建设提供一个工具、一个手段和一个视角。本文结合旅游市场营销学理论、旅游传播学理论和景观生态学的理论,对安溪茶文化旅游形象的定位问题、形象设计和传播问题做了细致的研究和讨论。文章的主要内容如下:第一部分为引言,介绍本文的选题背景、研究意义、研究方法和研究框架,以及对国内外旅游形象、茶文化旅游的相关研究进行的综合阐述。第二部分为基本概念和基础理论,对旅游地形象、茶文化旅游、文脉等相关概念进行了尝试性界定,介绍了本文研究所涉及到的CIS理论、定位理论、不对称作用理论、旅游传播学和景观生态学的相关理论。第三部分是对安溪旅游形象测量的研究,通过对安溪的文脉、旅游地发射形象、旅游者感知形象和替代效应的分析,最终得出安溪旅游形象的主体定位和辅助定位。第四部分是对安溪茶文化旅游形象的策划和设计,应用景观设计学和CIS等理论知识,对安溪的视觉符号形象、景观形象和行为形象进行了探讨。第五部分是对安溪旅游形象传播的研究,包括对旅游形象传播的构成要素、受众选择机制、传播策略和媒介选择的讨论。第六部分是本文的结语部分,总结全文的主要结论,阐述论文的创新点,并提出论文中存在的问题与未来研究展望。更多还原

【Abstract】 After the implementation of the policy of reform and opening to the outside world, especially in recent years, Chinese tourism industry developing fast, the effect of tourist market segmentation is getting more and more obviously, that leads to a changing from mass tourism to audient tourism. The tea culture traveling is generated under this background, combines both traditional tea culture and tourism, causes them to develop together.The traveling image is the most important factor of the tourist destination’s development. For a tourist destination, accurate localization and reasonable design is the key point for its tourist image. The academic circle established a systemic theory of tourist image, this article apply this theory in culture traveling place development research, to provide a tool, a method and an angle of view for the its management and construction. This article unifies the tourist marketing theory, the traveling dissemination theory and the landscape ecology theory, studies the tourist image’s localization, design and the dissemination questions of Anxi. The article primary coverage is as follows:The first part is an introduction, introduced the research background, significance, approach and the frame of this article, as well as the study summarize of tourist image and tea culture tourism.The second part for the basic concept and theory, defined the concepts as the tourist image, the tea culture tourism, the cultural vein, introduced this article’s research institute involves the CIS theory, the localization theory, asymmetrical affect theory, the traveling dissemination theory and the landscape ecology theory.The third part is the survey research to Anxi tourist image, through the study of cultural vein, the traveling launch image, the tourist sensation image and the substitution effect’s analysis, obtains the main localization image and the auxiliary localization image of Anxi.The fourth part is the plan and the design for Anxi tea culture tourist image, applying the theory of CIS and landscape design, studying the visual mark image, the landscape image and the behavior image of Anxi.The fifth part is the research of Anxi tourist image dissemination, including of the traveling image dissemination’s integrant part, the chosen mechanism of the audiences, the dissemination strategy and the medium choice.The sixth part is the conclusions, summarizes the main conclusion, elaborated innovation spots and the questions in this paper, then proposed the hope for future studies.更多还原