摘要自上世纪九十年代以来，江南水乡古镇凭借着其独特的自然和人文景观吸引着国内外众多的旅游者。经过十余年的发展，江南水乡古镇已成为地域特色鲜明的旅游品牌，而这一品牌的核心就是以江南水乡古镇本身形象作为背景的文化旅游。旅游地形象的建立和传播在很大程度上是影响着旅游者旅游动机的形成。因此，作为推广江南水乡古镇这一旅游品牌的起点和终点，宣传江南水乡古镇形象成了一个大课题。19011
旅游业是由大量信息构建起来的产业,旅游活动实现的形式是通过相关旅游产品信息传播而激发的旅游者的旅游行为。旅游目的地形象直接影响旅游者的旅游意向、行为和满意度。在网络时代,越来越多的旅游者通过互联网获取旅游目的地的相关信息。网络旅游信息以其成本低、覆盖面大、功能全面、使用灵活的特点已经越来越成为最为重要的旅游信息源。网络媒介作为新的信息传播渠道和方式，已经成为了旅游地形象传播的重要媒介。
   基于网络对城市旅游形象传播的重要作用，本文从传播学的角度对江南水乡古镇通过网络展开的旅游形象传播进行分析，旨在为江南水乡古镇如何通过网络提升城市旅游形象提出切实可行的意见。
关键词：江南水乡 古镇形象 形象传播 网络传播 乌镇
毕业论文外文摘要
Title The image of the ancient water town of network transmission                                                                     
Abstract
Since the 1990s, the ancient water towns south of Yangtze river with its unique natural and cultural landscape attracts numerous tourists both at home and abroad. After more than ten years of development, the ancient water towns south of Yangtze river has become a distinctive town 's tourism brand, whose core is the culture tourism with the ancient water towns south of Yangtze river itself as the background .To some extent，setting and spreading the image of tourism is the key factor of tourists’ motivation. Therefore, as the starting and ending point of promoting the tourism brand of the ancient water towns south of Yangtze river，the promotion of the ancient water towns has become a major issue.
Tourism is an information-intensive industry, tourism activities is through the related tourism products in the form of information transfer caused by the flow of tourists. Tourism destination image directly affect tourists' travel intentions, behavior and satisfaction. In the Internet age，more and more tourists access to travel destination information via Internet. Network tourism information is characterized by low cost, wide coverage, comprehensive functions, and the use of flexible characteristics has increasingly become the most important source of travel information. Network media as a new information dissemination channels and means, has become an important medium for the spread of tourist image. Based on the network’ importance of city tourism image transmission, this article analyzed the spread of the ancient water town’ tourism image ,from the perspective of communication studies，aim at giving suggestions to the ancient water town on how to promote the tourism image of the city.
Keyword: the ancient water town south of Yangtze river、image、network transmission、Wuzhen
目次
1 绪论    1
1.1研究背景    1
1.1.1旅游形象传播    1
1.旅游形象的内涵    1
2、旅游形象传播    1 江南水乡古镇形象的网络传播:http://www.751com.cn/xinwen/lunwen_40186.html