旅游目的地品牌形成机理研究

发布时间：2018-06-20 03:50

本文选题：旅游目的地品牌 + 影响因素　；参考：《燕山大学》2013年硕士论文

【摘要】：随着市场竞争的加剧，品牌效应已经深入到消费者心中。品牌不只是识别于其他产品和服务的标识，更是企业核心价值所在，是提高企业和组织核心竞争力的关键。旅游目的地的竞争也逐渐从旅游资源和旅游产品的竞争过渡到旅游品牌的竞争，，各大旅游景区加快了品牌化的进程，品牌成为旅游目的地最有力的市场开发武器。国内对旅游品牌的研究从2000年“旅游品牌”的出现开始，之后对旅游品牌的研究快速增加。国内学者从不同视角对旅游目的地品牌进行了研究，研究领域涉及景区旅游品牌、城市旅游品牌、区域旅游品牌；研究内容涉及品牌的构建、营销、传播、管理，目的地品牌资产的评估、品牌关系以及政府在旅游品牌建设中的作用、目的地品牌竞争力研究等。已有研究对旅游目的地品牌形成后的经营与管理较多，而对旅游目的地品牌的形成机理的研究目前还很少见。本文首先对相关理论和概念进行了描述与界定；然后从旅游目的地品牌形成影响因素、旅游目的地品牌的形成路径、旅游目的地品牌的形成模式三个方面来分析旅游目的地品牌的形成机理。运用价值链分析方法和熵值法，结合实证对旅游目的地品牌的形成影响因素进行分析，构建旅游目的地品牌形成影响因素模型；从旅游目的地品牌战略决策路径、品牌资产形成路径、品牌成长路径三个层面对旅游目的地品牌的形成路径进行分析，最后将旅游目的地品牌的形成模式进行分类，并提出相应对策。
[Abstract]:With the intensification of the market competition, the brand effect has penetrated into the consumer's heart. The brand is not only the identification of other products and services, but also the core value of the enterprise. It is the key to improve the core competitiveness of enterprises and organizations. The competition of tourist destinations has gradually shifted from the competition of tourism resources and tourism products to the tourism brand. The competition has accelerated the process of branding, and the brand has become the most powerful market development weapon for tourism destinations.
The study of tourism brand in China started from the emergence of "tourism brand" in 2000, and the research on tourism brand has increased rapidly. Domestic scholars have studied the tourist destination brand from different perspectives. The research field involves scenic spots, urban tourism brands and regional tourism brands, and the content of the research involves the construction of brand. Marketing, communication, management, destination brand equity evaluation, brand relationship and the role of the government in the construction of tourism brand, the research on the competitiveness of the destination brand, and so on. There have been many research on the management and management of the tourism destination brand, and the research on the formation mechanism of the tourist destination brand is still rare.
This paper first describes and defines the related theories and concepts, and then analyzes the formation mechanism of tourism destination brand from three aspects of the influencing factors of tourism destination brand, the formation path of tourist destination brand and the formation mode of tourist destination brand. The influencing factors of the formation of tourist destination brand are analyzed, and the model of influencing factors of tourism destination brand is constructed. From the strategic decision path of tourist destination brand, the path of brand asset formation, and the three layers of brand growth path, the formation path of tourist destination brand is analyzed. Finally, the formation of tourism destination brand is formed. The model is classified and the corresponding countermeasures are put forward.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592

【参考文献】