宜州旅游目的地品牌提升研究

发布时间：2018-04-16 04:04

本文选题：旅游目的地品牌 + 品牌提升　；参考：《广西大学》2014年硕士论文

【摘要】：旅游市场的竞争越来越多的表现为旅游品牌的竞争,而旅游目的地品牌是旅游地核心竞争力所在,旅游目的地也已成为旅游品牌的最大使用者。但关于旅游目的地品牌提升的研究较少,很多旅游企业经营者仅从促销角度来传播信息和塑造形象,注重短期与局部利益,没有从一个旅游地的长远发展的角度进行全局考虑。一方面,大众旅游成为了一种生活方式与消费时尚,为知名度较高的成熟旅游目的地供给客源；另一方面,旅游市场的激烈竞争与消费者需求的变化,使一些名气较小的新兴旅游地对于游客的吸引力不足。游客在选择出游地时主要考虑费用、距离、时间、偏好和品牌等因素。在发展旅游成为共识的今天,旅游地的竞争已从产品竞争时期转变为品牌竞争时代。品牌的概念最初是从消费品中得来,对实物产品的品牌研究较多其成熟。人们对于品牌的定义主要分为四类：无形资产,商品综合品质,组合构成,沟通工具。但是,品牌的本质应该是供给者对于购买者的利益承诺与品质保证。宜州这座历史悠久的城市,作为一个新兴的旅游目的地,具有丰富的旅游资源,独特的民族文化,旅游发展后劲足。尽管如此,面临众多强势旅游地品牌带来的竞争威胁,要使游客能够对宜州这一旅游目的地进行显著的身份识别,而减少旅游选择的时间,降低旅游决策的风险,巩固和加强游客对旅游经历的记忆,应当提升品牌：突出品牌个性,强化品牌认知,转变品牌态度,加深品牌记忆,优化品牌形象,提高品牌满意度,扩大品牌知名度。本文把大卫.艾克的品牌资产十要素模型用于旅游目的地品牌提升的研究中来,结合品牌学、心理学、行为学、营销学、统计学等多学科知识,通过实地考察分析宜州旅游业及旅游目的地品牌现状,用问卷法、访谈法对宜州旅游目的地品牌的受众进行调查,基于品牌资产十要素模型,从品质认知、品牌回忆、品牌识别、品牌个性、品牌态度、品牌的知名度、品牌满意度与忠诚度、品牌溢价、竞争者状况、市场份额共十个方面,运用SPSS17.0和Microsoft Excel等软件对宜州国内旅游者进行分析,得出宜州这一旅游目的地品牌的受众的调查结论。并根据宜州的资源禀赋、民俗风情、历史文化、市场潜力等方面提出宜州旅游目的地品牌提升的策略,研究结论可以为宜州旅游品牌的发展提供较好的理论支持与实际指导,是一种新的尝试与探索。
[Abstract]:The competition of tourism market is more and more the competition of tourism brand, and the tourism destination brand is the core competitiveness of tourism destination, and tourism destination has become the largest user of tourism brand.However, there are few researches on the promotion of tourism destination brand. Many tourism business operators only propagate information and shape their image from the perspective of promotion, pay attention to short-term and local interests, and do not consider the overall situation from the perspective of the long-term development of a tourist destination.On the one hand, mass tourism has become a way of life and consumer fashion, providing a source of tourists for well-known mature tourist destinations; on the other hand, the fierce competition in the tourism market and the changes in consumer demand,This makes some less famous new tourist destinations less attractive to tourists.Tourists mainly consider the cost, distance, time, preference and brand when they choose to travel.With the development of tourism becoming a consensus today, the competition of tourist destination has changed from the period of product competition to the era of brand competition.The concept of brand is originally derived from consumer goods, and the brand of physical products is more mature.The definition of brand is divided into four categories: intangible assets, comprehensive quality of goods, composition and communication tools.However, the essence of brand should be supplier's interest commitment and quality guarantee to buyer.As a new tourist destination, Yizhou has a long history, rich tourism resources, unique national culture, and tourism development.However, in the face of the competitive threat brought by many strong tourist destination brands, it is necessary to enable tourists to carry out significant identification of the tourist destination, reduce the time of tourism choice and reduce the risk of tourism decision-making.In order to consolidate and strengthen the tourists' memory of tourism experience, we should promote the brand: highlight brand personality, strengthen brand cognition, change brand attitude, deepen brand memory, optimize brand image, improve brand satisfaction, and expand brand popularity.In this paper, David.Ike's ten element model of brand equity is used in the research of brand promotion in tourism destination, combining the knowledge of brand science, psychology, behavior, marketing, statistics and so on.Based on the field investigation and analysis of the current situation of tourism and tourism destination brand in Yizhou, the audience of Yizhou tourism destination brand is investigated by questionnaire and interview method. Based on the model of ten elements of brand equity, this paper analyzes the quality cognition and brand recollection of Yizhou tourism destination brand.Brand identification, brand personality, brand attitude, brand awareness, brand satisfaction and loyalty, brand premium, competitor status and market share are analyzed by using SPSS17.0 and Microsoft Excel software.Yizhou this tourist destination brand of the audience's findings.And according to the resources endowment, folk customs, history and culture, market potential and other aspects of Yizhou tourism destination brand promotion strategy, the conclusion of the study can provide better theoretical support and practical guidance for the development of Yizhou tourism brand.Is a new attempt and exploration.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F273.2

【参考文献】