媒介融合背景下扬州旅游形象构建与传播策略研究

Constructing and Spreading the Tourism Destination Images ofYangzhou in the Context of Media Convergence

媒介融合的传播新格局,对地方旅游形象的构建和传播具有重要影响。地方旅游形象在传播速度与感知深度、品牌知名度与形象美誉度、全域品牌定位与局部旅游形象、传播形象与实践体验感知等方面面临挑战。从媒介融合视角出发,扬州要致力于构建全域化的形象传播体系、优化立体式的旅游形象符号、彰显包容性的旅游形象内涵、打造至善性的旅游服务品牌,同时在内容创新、主体优化、平台融合、产品开发、品质提升等方面不断努力,发挥媒介融合的传播优势,更有效地展示和传播扬州旅游形象。

The new pattern of media convergence has fundamental impacts on the construction and spreading of tourism destination images.The destination images are faced with challenges in speed,perception,visibility,reputation,positioning,etc.From the perspective of media convergence,this paper suggests Yangzhou to build a spreading system of the whole region destination image,to improve the integrated tourism symbols,to display an inclusive image and to construct an excellent service brand.Meanwhile,it is necessary to innovate contents,optimize subjects,integrate platforms,develop products,improve the quality and utilize the advantages of media convergence,so as to effectively present and spread the images of Yangzhou.