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随着我国国力的提升,我国的旅游行业也处于蓬勃发展之中,旅游广告作为直面客户的第一道程序,也显得尤为重要。本文首先介绍了旅游广告的概念,让读者对旅游广告的特点、要求和作用有一定的了解;然后浅析了国内旅游广告的现状,笔者认为近年来,国内旅游广告在数量上增幅较快,能够运用的媒体介质也是多种多样,从报纸、杂志到电视网络等,手段层出不穷,而在对旅游广告的投入方面则是有起有落,符合旅游的季节性和时效性,在品牌意识方面,国内各大旅游景点及旅行社已经在树立自身的品牌并扩大其影响,不过由于国内旅游业起步较晚,旅游发达国家纷纷看上我国巨大的旅游市场,其旅游广告相继登陆我国旅游市场;接着总结了国内旅游广告的不足之处,总体来说国内旅游广告水平偏低,主要表现在内容缺乏特色,虚假广告泛滥,广告整体数量偏低,资金投入上也达不到需要;最后针对不足提出了一些建议,如注重旅游广告创意研究,对虚假旅游广告采取措施,加强旅游广告相关法律建设,培养忧患意识,学习国外优秀的旅游广告,深化旅行社和政府部门的引导作用等。
With the improvement of China’s national strength, China’s tourism industry is also booming, tourism advertising as the first procedure to face customers, it is even more important. This article first introduces the concept of travel advertising, so that readers have a certain understanding of the characteristics of tourism advertising, requirements and role; and then analyzed the status quo of domestic tourism advertising, the author believes that in recent years, domestic tourism advertising in the number of increase faster, The mediums that can be used are also varied. From newspapers, magazines to television networks, there are endless means of investment in tourism advertising, which is in line with the seasonal and timeliness of tourism. In terms of brand awareness , Major domestic tourist attractions and travel agencies have been establishing their own brands and expanding their influence, but due to the late start of domestic tourism, tourism developed countries have fancy our huge tourism market, and their travel ads have landed in China’s tourism market; followed by Summarizes the shortcomings of domestic tourism advertising, the overall level of domestic tourism advertising is low, mainly in the content of the lack of features, the proliferation of fake ads, the overall number of advertising is low, the capital investment is not enough; the last proposed Some suggestions, such as paying attention to the study of creative travel advertising, advertising on false travel to take measures to strengthen travel advertising phase Legal construction, the sense of culture, learning foreign excellent tourist advertising, to deepen the guiding role of travel agents and government departments and so on.