延长县旅游形象公众号设计研究
——以非物质文化遗产为中心
摘要：旅游形象又称旅游地形象，有特色的旅游形象可以给旅游活动参与者留下深刻的感知印象。“中国石油摇篮”和“高原梨果之乡”是延长县目前对外输出的整体旅游形象，但是效果不甚理想，仍处于较为封闭的旅游自循环状态。笔者通过对延长县的多次实地调查得出，由于交通条件的限制，延长县的经济发展状况仍处于贫困水平，并在此过程中发现延长县的非物质文化遗产（以下简称非遗）资源有地域性、唯一性和故事性的特点。若从旅游形象传播的思路出发，以非遗为切入点，借助当前互联网时代使用率极高的微信公众号媒介传播平台，打造延长县非遗旅游形象名片，拓宽其旅游的广度和文化的深度，增强延长的旅游活力，方可助力延长县脱贫攻坚工作的顺利进行。
本文基于唐•舒尔茨4I理论的网络整合营销传播思路，综合运用文献研究、案例分析、实地调研、图像采集等方法，对延长县旅游形象公众号的存在价值和可行性实践活动进行分析；参考微信上现有的县级旅游公众号和相关非遗公众号的样本分析探讨后，从名称、头像、问候语、底部功能区、多媒体界面、旅游衍生品等多方面对延长县公众号的内容传播设计提出构想，进而结合延长县旅游形象的发展现状，运用4I原则的理念，围绕非遗资源进行延长县旅游形象微信公众号线上传播的设计实践。
上师大二附中当前，微信公众号以其碎片化、分众化的传播特征，成为宣传旅游形象的新媒介。以公众号这一传播路
径对延长县旅游形象进行研究，将非遗合理地利用在延长县旅游形象的设计里，可提高其自身传播的影响力，树立独一无二的旅游形象，进一步为延长旅游和脱贫经济工作的开展提供一定的参考和设想。同时由于国内以县级为研究范围且以非遗为中心内容的旅游形象的研究内容较少，希望此研究和实践可以为县级地区的旅游发展提供一些新的思路。图80幅，表12个，参考文献51篇。
关键词：旅游形象；微信公众号；4I原则；非遗文化传播
Rearch on the Design of WeChat Official Account for the
Tourism Image of Yanchang County
—Taking the Intangible Cultural Heritage as the Center Abstract:Tourism image is also known as the image of tourist destination.The tourism
image with characteristics can impress the participants of tourism activities a lot.With the
overall tourism images of“the cradle of China petroleum”and“the hometown of plateau pear”,Yanchang County did not achieve very ideal effect of publicity and is still in the clod lf-circulation state of tourism.Through the veral times of field survey,Becau of the limitation of traffic conditions,the status of economic development is in poverty level,the author finds that the inta
ngible cultural heritages(hereinafter referred to as “intangible heritage”)of Yanchang county have the characteristics of regionalism, uniqueness and narrative.therefore,the establishment of tourist card for intangible cultural heritage is conductive to helping Yanchang County get rid of poverty from the perspective of transmission of tourism image.Taking the intangible heritage as the breakthrough point, this paper shapes the tourism image of Yanchang County with the help of WeChat Official Account,the media communication platform with the high usage rate in the ear of Internet, endows the tourism image of Yanchang County with the breadth and depth of culture and strengthens the vitality of Yangchang.
This paper is bad on the idea of network integrated marketing communication of
Don Schultz4I theory.Adopting the methods of literature rearch,ca analysis,field
rearch,image collection,this paper analyzes the existence value and feasible practice
activities of WeChat Official Account for the tourism image of Yanchang County.After
statisticsreferring to the the existing county-level tourism WeChat official accounts and comparing
and discussing the relevant WeChat Official Account samples of intangible cultural
中国好声音英文歌
heritages,this paper puts forward some concepts on the content communication design of
WeChat Official Account of Yanchang County.Besides,combined with the status quo of
the tourism image of Yanchang County and taking the intangible cultural heritage as the
publicity point,this paper applies the concept of4I principle to design and practice the
WeChat Official Account for the tourism image of Yanchang County.
At prent,WeChat Official Account has become a new media to publicize tourism image with its propagation characteristics of fragmentation arches the tourism image of Yanchang County through the communication path of WeChat Official Account,provides new ideas for the county-level tourism development and expands its own communication influence,so as to provide certain references and ideas for the extension of tourism and the work of poverty alleviation.At the same time,due to the domestic rearch content of the tourism image with county-level rearch scope and non-legacy-centered content,there is less rearch content.hope this rearch and practice can provide some new ideas for tourism development in county-level regions.There are80 figures,12tables and51references in this paper.
Keywords:Tourism Image;WeChat Official Account;4I Principles;Dismination of Intangible Heritage Culture
目次
1绪论 (1)
1.1选题背景及意义 (1)
扯淡的英文1.1.1选题背景 (1)
1.1.2选题意义 (5)
1.2研究综述 (6)
1.2.1国内研究综述 (6)
1.2.2国外研究综述 (10)
1.3研究内容与方法 (10)te
1.3.1研究内容 (10)
1.3.2研究方法 (12)
1.4研究框架 (15)
2延长县旅游形象与非遗文化传播现状 (17)
2.1延长县旅游形象传播现状 (17)
2.1.1旅游形象塑造 (17)
2.1.2旅游形象传播途径 (18)
2.1.3旅游形象传播困境 (21)
2.2延长县非遗文化传播现状 (21)
2.2.1非遗文化资源综述 (21)
2.2.2非遗文化传播媒介 (23)
2.2.3非遗文化传播困境 (27)
2.3公众号对延长旅游形象的传播 (28)
3基于唐•舒尔茨4I原则的延长县公众号传播策划 (31)
3.1唐•舒尔茨4I原则的相关解析 (31)
3.1.1趣味原则——引导信息消费 (31)
3.1.2个性原则——拒绝千篇一律 (32)
3.1.3互动原则——形成良性沟通 (32)
3.1.4利益原则——实现有效传播 (33)
3.2趣味原则下的内容传播设计 (33)
3.2.1底部功能区 (34)
3.2.2多媒体界面 (41)
3.2.3多样化标题 (44)
3.3个性原则下的视觉形象策划 (47)
3.3.1公众号名称 (47)
3.3.2公众号头像 (47)
3.3.3首次问候语 (51)
3.4互动原则下的非遗旅游形象传播 (52)
3.5利益原则下的媒介信息选择 (54)
4“秀美延长”公众号的设计实践 (57)
4.1“秀美延长”的设计意义 (57)
4.2基于趣味原则的设计实践 (57)
4.2.1功能区设计 (57)
4.2.2界面设计 (58)
4.2.3标题设计 (62)
r i p 什么意思啊4.3基于个性原则的设计实践 (63)
4.3.1名称设计 (63)
4.3.2头像设计 (64)
4.3.3问候语设计 (65)
4.4基于互动原则的设计实践 (65)
4.4.1二维码设计 (65)
4.4.2外部链接信息设计 (67)
4.5基于利益原则的设计实践 (68)
4.5.1手工艺技能类非遗 (68)
企业ceo培训4.5.2口头传说表述类非遗 (70)university of toronto
4.5.3表演艺术类非遗 (72)
4.5.4旅游衍生品推广 (72)
5结论 (75)
5.1本论文所做工作 (75)
5.2本论文创新点 (76)
tatanic5.3本论文不足之处及进一步研究方向 (76)imb
5.3.1本论文不足之处 (76)
5.3.2进一步研究方向 (76)
参考文献 (77)
附录A (81)
攻读学位期间发表的学术论文 (85)
