本科论文摘 要随着我国经济社会的不断变化发展，旅游早已成为大众消费的一种方式，现如今传统的旅游发展逐渐落伍，新型旅游发展方式突显，不论是旅游消费的理念质量或是形式、广度都有所改变，为了迎合这一趋势并响应消费者不断变化的需求，“全域旅游”正在以一种新的模式进行攀登并促使未来的旅游业朝着更好的方向发展。本文重点研究全域旅游品牌营销传播策略，以济南长清区为研究对象，虽然现在长清区的旅游品牌营销传播有点效果，但还是缺乏整合营销传播理论和具体应用实践的结合。因此，本文试分析长清目前的营销传播现状，利用相关传播理论，整合内部传播资源和优势，来进一步挖掘其适合的传播模式，总结出相应的营销传播策略。关键词：全域旅游，旅游品牌，整合营销传播 本科论文AbstractWith the continuous development of China's economy and society, tourism has long become a way of mass consumption. Nowadays, traditional tourism development is gradually lagging behind, and new tourism development methods have become prominent, regardless of the concept, quality or form, and breadth of tourism consumption. In order to meet this trend and respond to the changing needs of consumers, "Global Tourism" is climbing in a new model and promoting the future tourism industry to develop in a better direction.This paper focuses on the global tourism brand marketing communication strategy, taking Changqing district of Jinan as the research object, although the current tourism brand marketing communication in Changqing District has some effect, however, it still lacks the combination of integrated marketing communication theory and concrete application practice. Therefore, this paper tries to analyze the current situation of Changqing District's marketing communication, use the relevant communication theory, integrate the internal communication resources and advantages, to further explore its suitable communication mode, summed up the corresponding marketing comm...
