指南类旅游宣传品的发展瓶颈与创新策略研究——以《杭州旅游指南》为例

Research on the Development Bottlenecks and Innovation Strategies of Tourism Manuals—A Case Study of Hangzhou Travel Guide

作为城市营销和游客服务的重要载体,指南类旅游宣传品发挥着重要的作用。但是,作为一种传统的印刷媒体介质,指南类旅游宣传片在新媒体环境下也暴露出一些问题和发展瓶颈。《杭州旅游指南》作为浙江省对外传播'金鸽奖'的典范,在设计、发行、运营等多方面都开展了卓有成效的实践,为指南类旅游宣传品创新发展提供了有益启示。

Tourism manuals play an important role as carriers of city marketing and tourist service. However,being a traditional printed media,tourism manuals are faced with some bottlenecks in the time of new media age.Hangzhou travel Guide,a model winner of " Golden Pigeon Awards" in the publicity of Zhejiang Province,has scored great achievements in design,distribution and operation,providing useful suggestions for the further development of tourism publicity manuals.