摘要
旅游广告作为旅游营销的重要形式 ,其创作、传播中体现了哪些营销原理 ,哪些广告法则 ?本文结合中国旅游广告的实际情况 ,用信息传播的原理分析了旅游广告的传播过程 ,指出传统旅游广告的诸多弊端 ,并以“受众—广告信息”相互作用环的模型加以系统解决 ;提出了现代旅游广告的五大传播策略 ,即受众策略、诉求策略、目标策略、媒体策略和形式策略 。
As a basic tourism marketing tool, tourist advertisement represents some vital principles in marketing and advertising. Considering the present conditions of advertisement in China by using of theories of information communication, this paper analyzed the communication process of tourism advertisement, and pointed out the disadvantages of traditional tourist advertisements. In order to solve these problems, the paper put forward a model structured by a “receivers-information” interaction circle and five essential tactics of effective advertisement communication, such as “receivers tactics”; “proposal tactics”; “target tactics”; “media tactics” and “modus tactics”. It also analyzed the tourism image advertisement of Tai Mountain as a case in point.
出处
《旅游科学》
CSSCI
2004年第4期34-38,共5页
Tourism Science
关键词
旅游广告
传播流程
传播策略
tourist advertisement
communication process
communication tactics