影视媒体在旅游景区促销中的效果研究
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摘要
在旅游市场竞争日益激烈的今天,旅游促销的巨大作用正逐渐彰显,旅游促销正逐渐成为左右一国旅游业兴衰成败的关键。
为提升旅游景区的知名度,提高景区效益,很多旅游景区将影视媒体传播作为旅游景区促销的主要手段和渠道。文章通过对现阶段我国旅游景区的发展现状进行分析,提出了对当下旅游景区促销手段的质疑；详细界定了影视媒体的概念,对影视媒体进行了创新性的划分,阐述了新一代影视媒体的传播特色,通过影视媒体传播对受众的心理影响和传播特点以及传播效用的剖析,对电影媒体中有意识和无意识的拍摄,电视媒体中电视剧、广告、栏目和活动的传播效应归纳,深化了对影视媒体的基本理论研究,并对电视受众的群体进行了细致的分类,强调了影视媒体在旅游景区中的重要影响。
文章以长沙世界之窗依托湖南经济电视台为实证案例研究。长沙世界之窗1997年开园,之后逐渐呈下滑趋势,2003年依托湖南经济电视台来经营管理,逐渐扭转不利局面。文章着力分析和对比了2003年、2004年和2008年长沙世界之窗日平均游客人数,匹配每月举行的影视活动,根据不同的收视群体带来的旅游效益,来讨论影视媒体传播的效用,同时设计了500份问卷,调查不同年龄不同职业不同学历的人群,横向纵向分析影视媒体对旅游景区促销的作用,总结得出知名的本土情景剧拍摄以及本土策划出彩的选秀活动往往能大幅度提高景点知名度,增加收益；趣味性参与电视真人秀活动最能够吸引旅游者；而一些不知名、收视率不广或者参与明星不多的电视剧拍摄并不能带来多少效益；并且由于影视媒体效用是不分淡旺季的,因此通过这个优势强强联手弥补旅游景区的冷热时段明显的缺陷,在冷季多利用影视媒体宣传活动,特别是能够发挥一定时长效用的媒体活动,以期延长游客驻地和游览时间,保证全年的均值收益。
最后文章对以观光旅游为主的景区和欠发达景区出谋划策,利用影视媒体的优势和影视传媒公司的新型理念来优化措施,给其它地区的旅游景区管理经营者一定的启示,促进景区的发展并提升景区的品牌形象。
通过对旅游产品特殊性的认识,提出了对传统促销手段的质疑；剖析了现代传播手段——影视媒体在新一代景区促销中的效果,对此进行初探性的总结和审视,从而归纳出旅游景区促销中可运用到的影视媒体传播模式,对旅游景区营销起到指导性的作用。
Nowadays, following the increasingly intense competition of tourism market, market promotion of tourism gradually manifests its enormous effects on the sales of tourism product and becomes the massive key to affect the rise and fall of domestic tourism.
Many scenery areas use movie and television media propagation as a major method and channel of promotion to enhance the popularity of the areas as well as the economic benefits. The paper analyzes the present situation of domestic tourism and scenery areas, through which the paper questions the promotion method most domestic scenery spots adopt. Also, the paper defines the concept of movie and television media in details and creatively classifies the media, above which the paper describes the characteristics of the new video media. Further more, the paper induces the conscious and unconscious shooting in movie media and the propagation effects of TV plays, the advertisements, the columns and activities of television media through the influences the media casts on audiences, the propagation characteristics and effects. The paper also further studies the basic theories, specifically classifies the audiences and emphasizes the major influence of movie and television media on tourism market.
The paper uses The Window of the World in Changsha who promotes itself through Hunan Economic TV as a sample to conduct the investigation. The Window of the World in Changsha started practice in 1997 and its economic benefits gradually decrease since then. In 2003, The Window of the World in Changsha relied on Hunan Economic TV to manage its business, by which the park turned the scale progressively. The paper analyzes and compares the daily average quantities of tourists of The Window of the World in Changsha in 2003,2004 and 2008 and controls the movie and television activities each month, discusses the effects of movie and television media on the basic of tourism benefits brought by different watching population. A survey of 500 questionnaires was conducted to investigate the effects of people from different age and occupations in order to horizontally and vertically analyzes the promotion function of movie and television media on scenery areas. It is concluded from materials above that the shooting of local situational plays and excellent local TV selecting show always greatly enhance the popularity of scenery areas and bring much profits. Meanwhile interest oriented TV real person show fascinates most tourists. While some non-famous, low audience rate and lack-of-star TV plays are poor on bringing profits. Also, for movie and television media is not affected by dull and in season, the scenery areas may take the advantages of the media to overcome the shortage of greatly influenced by periods. To propagate themselves through movie and television media in dull seasons, especially through some long-time media activities, the scenery areas can prolong the staying and excursing of tourists, from which the scenery areas would ensure their average income of the year.
At last the paper gives out several suggestions to scenery areas that mainly rely on sightseeing tour and less developed scenery areas to apply the optimal method of movie and television media and movie and television media corporations. The paper also inspires operators of other scenery areas to promote the development of the area as well as the brand image.
The paper preliminary concludes and surveys the promotional effects the modern propagational method-the movie and television media casts on the new-generation scenery areas through the cognition of the particularities of tourism products and the doubting of traditional promotion method. To help scenery areas to maximally develop through movie and television media, the paper induces some available movie and television propagation method in the promotion of scenery areas and serves as a guideline of the tourism promotion.
为提升旅游景区的知名度,提高景区效益,很多旅游景区将影视媒体传播作为旅游景区促销的主要手段和渠道。文章通过对现阶段我国旅游景区的发展现状进行分析,提出了对当下旅游景区促销手段的质疑；详细界定了影视媒体的概念,对影视媒体进行了创新性的划分,阐述了新一代影视媒体的传播特色,通过影视媒体传播对受众的心理影响和传播特点以及传播效用的剖析,对电影媒体中有意识和无意识的拍摄,电视媒体中电视剧、广告、栏目和活动的传播效应归纳,深化了对影视媒体的基本理论研究,并对电视受众的群体进行了细致的分类,强调了影视媒体在旅游景区中的重要影响。
文章以长沙世界之窗依托湖南经济电视台为实证案例研究。长沙世界之窗1997年开园,之后逐渐呈下滑趋势,2003年依托湖南经济电视台来经营管理,逐渐扭转不利局面。文章着力分析和对比了2003年、2004年和2008年长沙世界之窗日平均游客人数,匹配每月举行的影视活动,根据不同的收视群体带来的旅游效益,来讨论影视媒体传播的效用,同时设计了500份问卷,调查不同年龄不同职业不同学历的人群,横向纵向分析影视媒体对旅游景区促销的作用,总结得出知名的本土情景剧拍摄以及本土策划出彩的选秀活动往往能大幅度提高景点知名度,增加收益；趣味性参与电视真人秀活动最能够吸引旅游者；而一些不知名、收视率不广或者参与明星不多的电视剧拍摄并不能带来多少效益；并且由于影视媒体效用是不分淡旺季的,因此通过这个优势强强联手弥补旅游景区的冷热时段明显的缺陷,在冷季多利用影视媒体宣传活动,特别是能够发挥一定时长效用的媒体活动,以期延长游客驻地和游览时间,保证全年的均值收益。
最后文章对以观光旅游为主的景区和欠发达景区出谋划策,利用影视媒体的优势和影视传媒公司的新型理念来优化措施,给其它地区的旅游景区管理经营者一定的启示,促进景区的发展并提升景区的品牌形象。
通过对旅游产品特殊性的认识,提出了对传统促销手段的质疑；剖析了现代传播手段——影视媒体在新一代景区促销中的效果,对此进行初探性的总结和审视,从而归纳出旅游景区促销中可运用到的影视媒体传播模式,对旅游景区营销起到指导性的作用。
Nowadays, following the increasingly intense competition of tourism market, market promotion of tourism gradually manifests its enormous effects on the sales of tourism product and becomes the massive key to affect the rise and fall of domestic tourism.
Many scenery areas use movie and television media propagation as a major method and channel of promotion to enhance the popularity of the areas as well as the economic benefits. The paper analyzes the present situation of domestic tourism and scenery areas, through which the paper questions the promotion method most domestic scenery spots adopt. Also, the paper defines the concept of movie and television media in details and creatively classifies the media, above which the paper describes the characteristics of the new video media. Further more, the paper induces the conscious and unconscious shooting in movie media and the propagation effects of TV plays, the advertisements, the columns and activities of television media through the influences the media casts on audiences, the propagation characteristics and effects. The paper also further studies the basic theories, specifically classifies the audiences and emphasizes the major influence of movie and television media on tourism market.
The paper uses The Window of the World in Changsha who promotes itself through Hunan Economic TV as a sample to conduct the investigation. The Window of the World in Changsha started practice in 1997 and its economic benefits gradually decrease since then. In 2003, The Window of the World in Changsha relied on Hunan Economic TV to manage its business, by which the park turned the scale progressively. The paper analyzes and compares the daily average quantities of tourists of The Window of the World in Changsha in 2003,2004 and 2008 and controls the movie and television activities each month, discusses the effects of movie and television media on the basic of tourism benefits brought by different watching population. A survey of 500 questionnaires was conducted to investigate the effects of people from different age and occupations in order to horizontally and vertically analyzes the promotion function of movie and television media on scenery areas. It is concluded from materials above that the shooting of local situational plays and excellent local TV selecting show always greatly enhance the popularity of scenery areas and bring much profits. Meanwhile interest oriented TV real person show fascinates most tourists. While some non-famous, low audience rate and lack-of-star TV plays are poor on bringing profits. Also, for movie and television media is not affected by dull and in season, the scenery areas may take the advantages of the media to overcome the shortage of greatly influenced by periods. To propagate themselves through movie and television media in dull seasons, especially through some long-time media activities, the scenery areas can prolong the staying and excursing of tourists, from which the scenery areas would ensure their average income of the year.
At last the paper gives out several suggestions to scenery areas that mainly rely on sightseeing tour and less developed scenery areas to apply the optimal method of movie and television media and movie and television media corporations. The paper also inspires operators of other scenery areas to promote the development of the area as well as the brand image.
The paper preliminary concludes and surveys the promotional effects the modern propagational method-the movie and television media casts on the new-generation scenery areas through the cognition of the particularities of tourism products and the doubting of traditional promotion method. To help scenery areas to maximally develop through movie and television media, the paper induces some available movie and television propagation method in the promotion of scenery areas and serves as a guideline of the tourism promotion.
引文
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