论新兴旅游产业的品牌推广
发布时间：2018-12-26 18:55
【摘要】：随着市场竞争的加剧,我国旅游业已经踏入品牌化发展阶段,旅游目的地形象所蕴涵的巨大经济意义和品牌功能逐渐被人们所熟知。旅游品牌的形象推广成为区域旅游业发展战略的重要组成部分,各级政府部门逐渐开始重视旅游品牌对当地旅游产业综合竞争力的提升作用。旅游服务产品自身无形性的特点,需要通过品牌塑造和形象推广使其有形化。景区形象是区别于竞争对手的标志,更是景区向旅游者提供其产品核心价值的直接表现。塑造品牌和树立形象在旅游景区发展中的作用举足轻重。本案以“坊茨小镇”为载体和研究对象,通过多个成功案例的举例分析,阐述旅游品牌的概念构成、推广塑造以及所带来了的文化价值、商业价值等现实意义。
[Abstract]:With the aggravation of market competition, China's tourism industry has entered the stage of brand development, and the huge economic significance and brand function contained in the image of tourism destination are gradually known by people. The promotion of tourism brand image has become an important part of regional tourism development strategy. Government departments at all levels have gradually begun to attach importance to the role of tourism brands in promoting the comprehensive competitiveness of the local tourism industry. The invisible characteristics of tourism service products need to be visible through brand building and image promotion. The image of scenic spot is the symbol which is different from the competitor, and it is also the direct expression of the core value of scenic spot to tourists. Shaping brand and setting up image play an important role in the development of tourist attractions. This case takes "Fangzi Town" as the carrier and the research object, through the example analysis of many successful cases, expounds the concept constitution of the tourism brand, popularizes and molds as well as has brought the cultural value, the commercial value and so on practical significance.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：
本文编号：2392545
[Abstract]:With the aggravation of market competition, China's tourism industry has entered the stage of brand development, and the huge economic significance and brand function contained in the image of tourism destination are gradually known by people. The promotion of tourism brand image has become an important part of regional tourism development strategy. Government departments at all levels have gradually begun to attach importance to the role of tourism brands in promoting the comprehensive competitiveness of the local tourism industry. The invisible characteristics of tourism service products need to be visible through brand building and image promotion. The image of scenic spot is the symbol which is different from the competitor, and it is also the direct expression of the core value of scenic spot to tourists. Shaping brand and setting up image play an important role in the development of tourist attractions. This case takes "Fangzi Town" as the carrier and the research object, through the example analysis of many successful cases, expounds the concept constitution of the tourism brand, popularizes and molds as well as has brought the cultural value, the commercial value and so on practical significance.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：
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