我国古村落旅游广告探究.doc

我国古村落旅游广告探究 ——以安徽省宏村旅游广告为例 旅游管理专业学生 张馨方 指导教师 朱娅 摘要：古村落旅游资源是以古居民建筑、寺庙宗祠、文物古迹、民俗服饰等为物质载体，以民风民情、古文化氛围为旅游体验的一种综合性文化旅游产品。近年古村落旅游也逐年升温致使了越来越多的古村落进行旅游开发，其中的竞争也越演越烈。旅游广告是古村落旅游运营商为赢得市场竞争的一种宣传促销手段，科技的发达，产品的增多，市场需求的多元化促使旅游广告在古村落旅游宣传领域里占据越来越大的比重。而目前，我国古村落旅游广告跟不上古村落旅游的发展速度，渐而形成了古村落旅游发展的一大瓶颈。本文对南京居民宏村旅游广告的认知等调查数据进行实证分析，以其为例，探究现阶段我国古村落广告存在的问题，并提出建议。 关键词：古村落旅游；旅游广告；广告意识；广告表现 A research on the ancient village tourist advertisements——A case study of Hongcun Village’s advertisements Student majoring in tourist management Zhang Xinfang Tutor Zhu Ya Abstract：The ancient village tourist resources are construct, the temple ancestral hall, the cultural relic historical site, the folk custom clothing take the ancient inhabitant and so on as the material carrier, take common social practice public sentiment, ancient civilization atmosphere as traveling experience one kind of comprehensive cultural traveling product. Recent years the ancient village tourism also year by year elevated, which causes more and more ancient villages to carry on the tourism development, competition also got stronger and stronger. The tourist advertisement is ancient village tourism operation business for wins the market competition one propaganda promotion method, technical developed, product increasing, the market demand multiplication urges the traveling advertisement to occupy the more and more great proportion in the ancient village traveling propaganda domain. But at present, our country ancient village traveling advertisement with the antiquity village traveling development speed, gradually but has not formed an ancient village traveling development big bottleneck. This article to Nanjing inhabitant great village traveling advertisement investigation data and so on cognition carries on the real diagnosis analysis, take it as the example, inquired into the present stage our country ancient village advertisement existence the question, and puts forward the proposal. Key words: The ancient vill