中文摘要：

故事营销是提升旅游景区与消费者沟通效率的一种有效营销手段,一个成功的故事为旅游景区提供了快速的联想空间,比理性的叙述有效得多。以我国一些著名旅游景区为例,运用扎根理论研究方法构建了旅游景区故事营销理论框架,将景区故事营销理论归纳为＂4大层面,15个维度＂的内容。研究结论表明,旅游景区要想有效使用故事营销手段,就必须在景区价值定位、故事内容、故事形式、故事载体上进行科学设计,研究结论给旅游景区传播或品评塑造提供了一个新的视角。

英文摘要：

The story marketing is an effective marketing tool to improve the communication ef- frieiency between tourist attractions and consumers. A successful story can provide fast associations for tourist attractions, much more effective than rational narrations. Taking some famous Chinese scenic spots as examples, this paper applies the research method of the grounded theory to construct the the- oretic framework of scenic spots story marketing. It sums up the story marketing theory into ＂four levels＂ and ＂fifteen dimensions＂ The results indicate that if the scenic spots want to use the story marketing tools effectively, they must have a scientific design on the value orientation of the scenic spots, as well as the contents, forms and carders of the stories. The results of this study can provide a new perspective for the tourist attractions to spread or mould their brands.