秦皇岛市旅游广告形象定位与应用研究

Study on Image Orientation and Application of Tourist Advertisements of Qinhuangdao City

通过对国内外关于旅游广告方面文献的梳理,对秦皇岛市旅游广告形象定位的背景及旅游形象的理念定位进行了分析,指出了秦皇岛市旅游广告存在缺乏创意,内容模式化,起步晚,季节性明显等问题,提出科学定位旅游发展战略、充分挖掘城市地域文化品牌、注重旅游广告创意与创新、重视广告媒体组合的传播形式等建议,并对秦皇岛市旅游广告的形象进行了应用研究,以期促进旅游城市形象品牌的提升。

By combing the literature about domestic and external tourist advertisements,the background of the image orientation of tourist advertisements of Qinhuangdao City and the concept orientation of tourist images are analyzed.It is pointed out that there exist some problems in these advertisements,such as lack of originality,the modularity of contents,lack of characteristics,late starting and obvious seasonality.Some suggestions are put forward as well,including scientifically orienting tourism development strategies,fully digging regional cultural brand-names of Qinhuangdao,focusing on originality and innovation of tourist advertisements,and paying attention to the transmission forms by combining advertisements with media.The application research on the images of tourist advertisements of Qinhuangdao is also carried out in order to accelerate the brand-name of the image of the tourist city.