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我国城市旅游形象塑造及传播过程中,城市旅游形象无差异化或是差异较小,使得旅游城市没有个性,趋于平庸。因此寻找适合中小型城市旅游形象塑造的方法及传播研究显得尤为重要。本文以曲靖旅游形象识别系统设计为出发点,分析了曲靖的地域特点和文化特色,提出了基于TIS的曲靖旅游形象识别系统的设计思路,同时引入整合营销传播理论(以下简称IMC理论),期望对曲靖旅游的发展有一定的借鉴作用。
In the process of shaping and disseminating the urban tourism image in our country, there is no difference or small difference in the urban tourism image, which makes the tourism city not personalized and tends to be mediocre. Therefore, it is very important to find a suitable method and communication research for shaping the tourism image in small and medium-sized cities. In this paper, Qujing tourism image recognition system design as a starting point, analysis of Qujing geographical features and cultural characteristics, based on TIS Qujing tourism image recognition system design ideas, and the introduction of integrated marketing communication theory (hereinafter referred to as IMC theory) Qujing tourism development has some reference.