我国生态旅游品牌营销研究

发布时间：2018-05-02 18:43

本文选题：生态旅游 + 消费需求　；参考：《学术论坛》2014年04期

【摘要】：生态旅游是在传统旅游基础上发展起来的一种新的旅游形式,其内涵丰富,具有强大的生命力。生态旅游的产生是人们对传统旅游造成的环境问题的反思,体现了可持续发展思想。我国对于生态旅游品牌意识较为薄弱,企业需塑造品牌形象,创造品牌价值,提高品牌竞争力,从而影响、培养和满足特定消费需求的市场营销活动。文章通过参与观察与问卷调查,研究生态旅游的发展与品牌营销,提出了强化品牌管理、完善营销渠道、开发特色化产品等观点,帮助旅游业经营者全面深入了解生态旅游的消费需求,为旅游产品开发和品牌营销策略的制定提供有益的指导。
[Abstract]:Ecotourism is a new form of tourism developed on the basis of traditional tourism, which has rich connotation and strong vitality. The emergence of ecotourism is a reflection on the environmental problems caused by traditional tourism and reflects the idea of sustainable development. The awareness of eco-tourism brand in our country is relatively weak. Enterprises need to create brand image, create brand value, improve brand competitiveness, thus influence, cultivate and meet the specific consumer needs of marketing activities. This paper studies the development and brand marketing of ecotourism by taking part in observation and questionnaire investigation, and puts forward some viewpoints, such as strengthening brand management, perfecting marketing channels, developing special products, etc. To help tourism operators fully understand the consumption demand of ecotourism, and provide useful guidance for the development of tourism products and the formulation of brand marketing strategies.
【作者单位】：东北师范大学美术学院;
【基金】：2011年国家自然科学基金项目“考虑顾客行为的跨期定价与容量控制策略其及在旅游业应用的研究”(41171121)的研究成果之一
【分类号】：F592;F274

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