沙湾古镇旅游品牌塑造中的问题及对策

发布时间：2018-02-13 06:30

本文关键词： 沙湾古镇旅游目的地品牌塑造对策　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：旅游目的地品牌化是建立一个旅游形象的有效途径。在今天科技异常发达的时代,不单是实体产品,即使是旅游景区同质化的现象也非常普遍。而品牌能让产品产生差异性,是最具价值的资产和核心竞争力之一的产品特质。沙湾古镇始建于宋朝,至今已有八百多年的历史,形成了典型的岭南民间文化特色,其旅游区占地2300多亩,其中旅游核心区占地约265亩。在激烈的旅游市场环境竞争中,面临着沙湾古镇知晓度低、景区吸金点少、顾客重游率低等问题。论文采用文献检索、访谈、问卷调查等形式,在回顾了旅游目的地品牌塑造相关理论,并借鉴了典型旅游小镇在品牌塑造方面经验的基础上,首先对沙湾古镇旅游品牌塑造的现状进行分析,了解当前负责运营沙湾古镇的公司情况、品牌概况;分析了沙湾古镇在品牌定位、设计、推广以及文化塑造问题及根源;在对沙湾古镇品牌塑造进行环境分析和行业分析后,提出了改进沙湾古镇旅游品牌塑造的对策。沙湾古镇作为岭南文化的代表,在当前国内大力推广古镇村旅游的大环境下,研究如何完善其旅游品牌塑造对策,一方面能提升沙湾古镇品牌形象,提高市场竞争力;另一方面,能为其他旅游目的地的品牌塑造提供参考及借鉴意义。
[Abstract]:Branding of tourist destinations is an effective way to establish a tourist image. In today's era of exceptionally developed science and technology, not only physical products, but also homogenization of tourist attractions are very common. And brands can make products different. The ancient town of Shawan was founded in the Song Dynasty and has a history of more than 800 years. It has formed a typical folk culture characteristic of Lingnan, and its tourist area covers an area of more than 2, 300 mu. The core area of tourism covers an area of about 265 mu. In the fierce competition of tourism market environment, it is faced with problems such as low awareness of ancient town of Shawan, less gold attraction in scenic spot, low rate of customer revisiting, etc. The paper adopts the form of literature retrieval, interview, questionnaire survey, etc. On the basis of reviewing the relevant theories of tourism destination brand shaping, and drawing lessons from the experience of typical tourist towns in brand shaping, this paper first analyzes the present situation of tourism brand shaping in Shawan ancient town. To understand the current company situation and brand profile of Shawan ancient town; analyze the brand positioning, design, promotion and cultural modeling problems and root causes of Shawan ancient town; after environmental analysis and industry analysis of Shawan ancient town brand shaping, As the representative of Lingnan culture, Shawan ancient town, as the representative of Lingnan culture, studies how to perfect its tourism brand shaping strategy under the environment of popularizing Guzhen village tourism in China. On the one hand, it can improve the brand image of Shawan ancient town and improve the market competitiveness; on the other hand, it can provide reference and reference for other tourist destinations.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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