I摘 要 我国主要矛盾的变化使人们对美好生活提出更多更高的要求，于是第三产业应势飞快的发展。其中最显著的莫过于旅游业。从上个世纪 60 年代开始，旅游业便进入了快速发展阶段，旅游市场竞争激烈，当一个景区没有自身特色，那就意味着被遗忘、被淘汰。海洋世界景区正是迎合了陆地上的人们向往大海的愿望并且在观赏的基础上赋予了生命教育的意义，是值得研究的旅游产品。本文通过了解罗源湾海洋世界在游客眼中的旅游形象，运用文献分析、实地考察、问卷调查等方法，找出适合它的旅游形象定位，为罗源湾海洋世界的品牌塑造和传播提出具有可行性的策略建议。关键词：罗源湾海洋世界；旅游形象；传播策略IIAbstractThe change of the main contradiction sinofs in our country makes people put forward more and higher demands for a better life, so the tertiary industry should develop rapidly. The most striking of these is tourism. Since the 1960s, tourism has entered a stage of rapid development, the tourism market is fierce, when a scenic spot does not have its own characteristics, it means forgotten, eliminated. SeaWorld Scenic Area is to meet the desire of people on land to yearn for the sea, and on the basis of viewing to give the meaning of life education, is worth studying the tourism products. By understanding the tourism image of FuZhou luoyuanwan Ocean World tourism in the eyes of tourists, using literature analysis, field examination, questionnaire survey and other methods, this paper finds out the tourism image orientation suitable for it, and puts forward feasible strategic proposals for the brand shaping and dissemination of FuZhou luoyuanwan Ocean World.[1] Key words：FuZhou luoyuanwan Ocean World; Tourism Image; Communication StrategyIII目 录1 概述.............................................................11.1 研究背景及意义..................................................11.1.1 研究背景...................................................
