“城市旅游項(xiàng)目”的品牌形象定位研究——以秦皇島為例.pdf

1、華北電力大學(xué)（保定）碩士學(xué)位論文“城市旅游項(xiàng)目”的品牌形象定位研究——以秦皇島為例姓名：易蘭蘭申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：黃元生20090504華北電力大學(xué)高校教師在職攻讀碩士學(xué)位論文摘要摘要隨著旅游業(yè)的蓬勃發(fā)展和城市旅游業(yè)競(jìng)爭(zhēng)的日趨激烈，城市旅游項(xiàng)目形象成為城市規(guī)劃建設(shè)的重要內(nèi)容之一。實(shí)施城市旅游形象戰(zhàn)略，對(duì)城市進(jìn)行旅游形象定位和形象設(shè)計(jì)的研究具有現(xiàn)實(shí)意義，也已成為旅游業(yè)界關(guān)注的熱點(diǎn)問題。本文通過對(duì)國(guó)內(nèi)外旅游形象相

2、關(guān)研究資料的評(píng)述，借鑒了國(guó)內(nèi)專家的旅游地形象設(shè)計(jì)模式(TDls)，根據(jù)自己的理解，結(jié)合秦皇島市城市現(xiàn)實(shí)情況，構(gòu)建了城市旅游形象的設(shè)計(jì)模式：旅游形象分析一形象定位及口號(hào)一形象要素設(shè)計(jì)一形象推廣一形象維系與更新。希望借此提升秦皇島市的城市旅游形象，增強(qiáng)秦阜島旅游競(jìng)爭(zhēng)力。關(guān)鍵詞：城市旅游項(xiàng)目，旅游形象，定位，秦皇島市ABSTRACTWiththerapiddeVelopmentoftourismandtheincreasinglyfierce

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5、agepositioningandsloganstheimageofeIementsofthedesign—imageimagetomaintainandupdateInthispaper，theimageofdomesticandforeigntravelrelatedreviewofresearchdataarestudiedandthedomesticexpertlikedesigningthemode(TDIs)aredrawn

6、lessonsfromThispaperistakentoenhancethecitytou“smimageofQinhuangdaoandenhancethecompetitiVenessoftourisminQinhuangdaoYiLanlan(managementscienceandengineering)DirectedbyprofHuangYuanshengKEYWORDS：ci夠tourprojecttourismimag