我国旅游地电视广告研究

摘  要
随着人们生活水平的提高，旅游需求旺盛，旅游业飞速发展。旅游地之间竞争越来越激烈，如何明确展现自身的资源与优势，突出自身的特点，并针对目标消费群体进行有效的信息传播，是旅游地营销中所面临的重要课题之一。
现在我国旅游广告的表现形式过于单一，容易让旅游者产生厌倦，很难吸引旅游者的注意力。旅游地广告缺乏创意，内容模式化、重复性高，诉求模糊。针对我国旅游地电视广告的现状以及存在的问题，本文以旅游地电视广告为研究对象，通过对旅游地自身内涵的分析研究、旅游地形象定位的分析研究、电视广告诉求和表现形式的分析研究，得出结论，希望针对我国旅游地的形象定位和电视广告诉求表现，提供方法和建议，以便于提高旅游地广告信息传播的效率，提升旅游地电视广告的传播效果，更好的树立旅游地形象，激发潜在的消费欲望。

关键词:  旅游地  电视广告  广告诉求

Study on the TV Advertising of Chinese Tourism Destination

ABSTRACT
With the improvement of living standards, travel demand, the rapid development of tourism. Travel between the competition is increasingly fierce. How to clearly show their resources and advantages, and to highlight its own characteristics, and target consumer groups for effective dissemination of information is one of the important issue facing the tourist marketing.
The manifestation of China's tourism advertising over a single, easy for tourists to have tired of, it is difficult to attract the attention of tourists. The lack of tourist advertising creative, content modeling, highly repetitive, vague aspirations. For the current situation and existing problems of China's tourism television advertising, television advertising of tourist object of study, analysis on the connotation of the tourist, tourist image positioning analysis, analysis of television advertising appeals and manifestations , concluded the demands of performance for the positioning of China's Tourism Image and television advertising, methods and recommendations to improve the efficiency of the dissemination of information on tourist advertising to enhance the dissemination of results of the tourism TV ads, the better to establish a tourist the image of the excited potential consumer desire.

    Key Words:  Tourist Destination   TV Advertising   Advertising  Appeals

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