基于传播学视角的文化名楼景区形象提升研究--以滕王阁为例

Research on Image Improvement of Famous Cultural Buildings from the Perspective of Communication Studies--Taking Tengwang Pavilion as an Example

以滕王阁为案例,采用内容分析法,以马蜂窝和携程平台上滕王阁的游记和评论为数据样本分析滕王阁景区的整体形象、认知形象和情感形象,基于传播学理论提出:把握有效资源,进行联合传播;了解游客偏好,引导游客偏好;善用新媒体平台,重视媒介运营等景区形象提升建议,期望为文化名楼景区形象提升提供参考借鉴。

Taking Tengwang Pavilion as a case,this paper uses content analysis method to analyze the overall image,cognitive image and emotional image of Tengwang Pavilion on hornet's Nest and Ctrip platforms by taking his travel notes and comments as data samples.Based on the communication theory,it was proposed that effective resources should be grasped for joint communication.understand the preferences of tourists and guide their preferences;make good use of new media platform,attach importance to media operation and other scenic spot image improvement Suggestions,expecting to provide reference for cultural famous building scenic spot image improvement.