城市旅游品牌建设评价研究
发布时间：2018-10-20 11:33
【摘要】： 随着社会的发展,旅游业已成为全球经济发展势头最强劲和规模最大的产业之一。旅游业在城市经济发展中的产业地位和经济作用逐步增强,对城市经济的拉动性、社会就业的带动力以及对文化与环境的促进作用日益显现。在竞争日趋激烈的旅游市场上,越来越多的旅游目的地采用品牌化技术来塑造旅游地品牌,旅游目的地品牌塑造尤其是城市旅游品牌的建设己成为旅游管理研究的一个热点。 对城市旅游品牌的建设情况进行科学的评价是城市旅游品牌经营的重要内容。本研究以城市旅游品牌建设为研究对象,以品牌学理论为指导,通过对城市旅游品牌建设文献的研读,构建城市旅游品牌建设评价指标体系,运用该指标体系对城市旅游品牌建设进行测度与评价,探索城市旅游品牌建设的关键因素和薄弱环节,为城市旅游经营者塑造、经营和管理城市旅游品牌提供指导和借鉴。 本研究首先对城市旅游品牌建设的相关文献进行了研读,分析了城市旅游品牌的内涵和特点,归纳了城市旅游品牌建设的主要步骤和内容,构建了以品牌定位、品牌开发、品牌营销和品牌管理四大块内容为核心的城市旅游品牌建设系统,识别各子系统的影响因素,并将城市旅游品牌建设评价体系划分为品牌定位系统、品牌构成要素系统、品牌营销绩效系统和品牌管理评价四个子系统。分析不同系统的主要内容,构建城市旅游品牌建设评估体系。并以“浪漫之都”大连为案例,对大连旅游品牌建设进行评价,探索大连“浪漫之都”旅游品牌建设存在的主要问题,为大连城市旅游品牌的经营和管理提出相应的对策和建议。
[Abstract]:With the development of society, tourism has become one of the strongest and largest industries in the global economy. The industrial status and economic role of tourism in the development of urban economy are gradually enhanced, and the pull on urban economy, the driving force of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more tourism destinations use brand technology to shape the brand of tourism destination, especially the construction of urban tourism brand has become a hot spot in the research of tourism management. Scientific evaluation of urban tourism brand construction is an important part of urban tourism brand management. This research takes the urban tourism brand construction as the research object, takes the brand science theory as the instruction, through the reading to the city tourism brand construction literature, constructs the city tourism brand construction appraisal index system. The index system is used to measure and evaluate the urban tourism brand construction, to explore the key factors and weak links of the urban tourism brand construction, and to provide guidance and reference for the urban tourism operators to shape, manage and manage the urban tourism brand. Firstly, this paper studies the related documents of urban tourism brand construction, analyzes the connotation and characteristics of urban tourism brand, summarizes the main steps and contents of urban tourism brand construction, and constructs the brand positioning and brand development. The four parts of brand marketing and brand management are the core of the urban tourism brand building system, which identifies the influencing factors of each subsystem, and divides the evaluation system of urban tourism brand construction into brand positioning system and brand component elements system. Brand marketing performance system and brand management evaluation four subsystems. The main contents of different systems are analyzed and the evaluation system of urban tourism brand construction is constructed. Taking "romantic capital" Dalian as an example, this paper evaluates the tourism brand construction in Dalian, and explores the main problems in the tourism brand construction of "romantic capital" in Dalian. Put forward the corresponding countermeasure and suggestion for the management and management of Dalian city tourism brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F590
本文编号：2283040
[Abstract]:With the development of society, tourism has become one of the strongest and largest industries in the global economy. The industrial status and economic role of tourism in the development of urban economy are gradually enhanced, and the pull on urban economy, the driving force of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more tourism destinations use brand technology to shape the brand of tourism destination, especially the construction of urban tourism brand has become a hot spot in the research of tourism management. Scientific evaluation of urban tourism brand construction is an important part of urban tourism brand management. This research takes the urban tourism brand construction as the research object, takes the brand science theory as the instruction, through the reading to the city tourism brand construction literature, constructs the city tourism brand construction appraisal index system. The index system is used to measure and evaluate the urban tourism brand construction, to explore the key factors and weak links of the urban tourism brand construction, and to provide guidance and reference for the urban tourism operators to shape, manage and manage the urban tourism brand. Firstly, this paper studies the related documents of urban tourism brand construction, analyzes the connotation and characteristics of urban tourism brand, summarizes the main steps and contents of urban tourism brand construction, and constructs the brand positioning and brand development. The four parts of brand marketing and brand management are the core of the urban tourism brand building system, which identifies the influencing factors of each subsystem, and divides the evaluation system of urban tourism brand construction into brand positioning system and brand component elements system. Brand marketing performance system and brand management evaluation four subsystems. The main contents of different systems are analyzed and the evaluation system of urban tourism brand construction is constructed. Taking "romantic capital" Dalian as an example, this paper evaluates the tourism brand construction in Dalian, and explores the main problems in the tourism brand construction of "romantic capital" in Dalian. Put forward the corresponding countermeasure and suggestion for the management and management of Dalian city tourism brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F590
【相似文献】
相关硕士学位论文 前3条
1 武丽慧;城市旅游品牌建设评价研究[D];大连理工大学;2009年
2 刘茜;我国城市旅游品牌塑造中的政府行为研究[D];中国海洋大学;2009年
3 周鹏飞;旅游房地产与城市旅游发展互动研究[D];华中师范大学;2008年
，本文编号：2283040
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