哈尔滨城市旅游品牌定位研究

发布时间：2018-10-08 18:24

【摘要】：随着社会的发展，旅游业在城市经济发展中的产业地位和经济作用逐渐加强，对城市经济的拉动、社会就业的带动以及对文化与环境的促进作用日益显现。在竞争日益激烈的旅游市场上，越来越多的城市采用品牌化技术来塑造城市旅游业，城市旅游品牌的确定和推广已成为旅游管理研究的热点。越来越多的学者、专家开始关注城市旅游品牌问题，并致力于将品牌理论融合到城市旅游的发展和建设中。哈尔滨是一个具有发展潜力的旅游城市，冰雪旅游具有国际性的知名度，其他旅游形式也在国内有一定声望。作为中国20大旅游城市之一，在旅游业趋于品牌化的今天，哈尔滨的城市旅游品牌定位显得尤为重要。本文以哈尔滨为研究对象，运用定性和定量的方法比较哈尔滨的现有旅游资源和其他城市的旅游资源，旨在探讨哈尔滨城市旅游资源的独特之处，并在此基础之上对哈尔滨的城市旅游品牌进行定位。影响因素的搜集与确定是品牌定位的基础工作，本文通过对文献的搜集与整理，提出了诸多影响城市旅游品牌定位的因素。为简洁、准确的对城市旅游品牌进行定位，本研究利用因子分析法对提出的影响因素进行降维，并最终确定五个属性，分别为地理环境因素、城市旅游自然资源因素、经济发展因素、革命民族特色因素和景区与朝代特色因素。在提出影响城市旅游品牌定位的因素之后，运用多维尺度分析法对十三个样本城市进行分析，利用知觉图将哈尔滨的旅游资源与其他城市相比较，同时运用定性分析的方法确定哈尔滨城市旅游品牌定位为“欧域夏都，，酷爽冰城”。并采用CIS理论提出哈尔滨城市旅游品牌定位的推广策略。
[Abstract]:With the development of society, the industrial status and economic role of tourism in the development of urban economy are gradually strengthened, the pull on urban economy, the promotion of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more cities use brand technology to shape urban tourism, and the determination and promotion of urban tourism brand has become the focus of tourism management research. More and more scholars and experts begin to pay attention to the problem of urban tourism brand and devote themselves to the integration of brand theory into the development and construction of urban tourism. Harbin is a tourist city with development potential, ice and snow tourism has international popularity, other tourism forms also have a certain reputation in China. As one of the 20 largest tourist cities in China, Harbin's urban tourism brand positioning is especially important in today's tourism industry. This article takes Harbin as the research object, uses the qualitative and quantitative method to compare the existing tourism resources of Harbin with the tourism resources of other cities, in order to explore the unique features of the urban tourism resources of Harbin. And on this basis to Harbin's urban tourism brand positioning. The collection and determination of influencing factors is the basic work of brand positioning. Through the collection and collation of literature, this paper puts forward many factors that affect the positioning of urban tourism brand. In order to locate the urban tourism brand succinctly and accurately, this study uses the factor analysis method to reduce the dimension of the proposed factors, and finally determines the five attributes, namely, the geographical environment factor, the urban tourism natural resource factor. Economic development factor, revolutionary national characteristic factor and scenic spot and dynasty characteristic factor. After putting forward the factors that influence the positioning of urban tourism brand, the multi-dimensional scale analysis method is used to analyze 13 sample cities, and the tourism resources of Harbin are compared with other cities by using perceptual map. At the same time, the method of qualitative analysis is used to determine Harbin city tourism brand positioning as "Europe summer capital, cool ice city". The promotion strategy of Harbin urban tourism brand positioning is put forward by using CIS theory.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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