摘要
电影电视中出现的旅游目的地会影响旅游者的旅游兴趣,促成旅游行为。绝大多数现有文献是研究影视旅游对于目的地旅游者数量和对旅游者决策过程的影响和作用,也有探索影视作品对于旅游目的地旅游形象的影响的。由此说明影视旅游是可以作为一种推广旅游目的地的营销新方式。影视旅游之所以成为营销工具,相关旅游地的旅游形象在其中起了重要作用。本文在现有文献理论和实证研究的基础上,分析论述了影视旅游作为营销方式的特点和原理,结合影视作品的拍摄和放映两个阶段,探讨了在每个阶段影视旅游营销工作的重点和形式。
Tourism destinations that appear in movies and TV shows will arouse tourists＇ interest in travel and induce their tourist motivation.Most of the extant literatures shed light on the impact and effect of movie and TV tourism on the number of tourists and the decision-making process of the tourists,some of them focus on their impact on the tourist image in destinations.Therefore,movie and TV tourism can be regarded as a new way to market and promote a destination.Related destination image plays a pivotal role in the process so that movie tourism is considered as a marketing tool.Based on the theoretical and empirical research,the paper analyses the characteristics and principles of movie tourism as a marketing way and explores the gist and forms of it in every stage combining the two important stages--shooting and screening.
出处
《旅游学刊》
CSSCI
北大核心
2007年第12期32-39,共8页
Tourism Tribune
关键词
影视旅游
目的地营销与推广
目的地形象
movie and TV tourism
destination marketing and promoting
destination image
