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《旅游地形象营销过程体系的构建及案例实证.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、技术经济与管理研究2012年第11期旅游地形象营销过程体系的构建及案例实证刘爱利1,刘敏2,姚长宏1(1.首都师范大学资源环境与旅游学院,北京100048;2.北京联合大学旅游学院,北京100101)摘要:本文认为,旅游地的形象营销是一个系统的过程体系,贯穿旅游者至少一次旅游体验的始终,而非简单的等同于制定旅游形象并向潜在旅游者传播;判断旅游地形象营销是否成功有效的核心标准之一,应是看旅游地营销的旅游形象能否固化为旅游地具有持有吸引力的旅游形象。基于对旅游者心理特征和游客旅游全程体验的解读,本文从旅游地营销与旅游者认知旅游地两方面的对应角度出发,构建了旅
2、游地形象营销的过程体系,并通过婺源案例进行了实证分析。研究成果对于深化旅游地形象研究、指导旅游地形象营销的成功实践具有重要意义。关键词:旅游形象;旅游创新;形象营销;旅游经济中图分类号:F590文献标识码:A文章编号:1004-292X(2012)11-0086-06TheImageMarketingFrameworkofTourismDestinations:TheoryandCaseStudyLIUAi-li1,LIUMin2,YAOChang-hong1(1.CollegeofResourceEnvironmentandTourism,Capita
3、lNormalUniversity,Beijing100048,China;2.ConventionandExhibitionResearchInstitute,BeijingUnionUniversity,Beijing100025,China)Abstract:Imagemarketingisbecomingmoreandmorepopularnowadays.However,imagemarketingismisunderstoodtoincludejusttwophases,thedesigningoftourismimageandtheimag
4、ebroadcastingonthemarket.Basedontheanalysisoftourist'spsychologi-calcharacteristicsandthewholetourismprocess,theorganizedsystemofimagemarketingisproposedoutofthecorrespondingrela-tionshipbetweendestinationmarketingandtourists'perceiveofimages.Thesystemofimagemarketingincludesfour
5、phases:knowledge-collectionphase,destination-choosingphase,travellingphase,post-travellingphase.ThenWuyuanCountyischosenasstudycasetodemonstratetheimagemarketingsystem.Theconclusionsofthepaperare,settinguptheintegratedsystemofimagemarketingbasedonthefactthatimagemarketingisawhole
6、processthroughouttourists'travelling,imagemarketingincorporatedwithtourismimageandat-tractionsismoreeffectiveforpotentialvisitors,imagemarketinginthecourseofvisitors'travellingcouldrelievethegapbetweentourismimageandimpressionofvisitors,imagemarketingafterthetravellingcoursewillb
7、ehelpfultoalleviatethenegative"mouthtomouth"effect.Thesystemofimagemarketingwouldguidethepracticeofimagemarketingforecotourismdestinations.Keywords:Tourismimage;Tourisminnovation;Imagemarketing;Tourismeconomy一、引言对“旅游形象营销”的理解存在偏差,普遍将“旅游形象营销”随着中国旅游的快速发展,各类旅游地的竞争越来越激等同于“创意旅游形象+投放市场宣
8、传”的简单组合,致使旅游烈,尤其对资源、产品、市场存在同构性的旅游地而言,其对形
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