旅游演艺品牌形象的结构化与非结构化研究——以张家界“魅力湘西”为例
发布时间：2019-01-01 10:47
【摘要】：以张家界"魅力湘西"为例,利用结构法与非结构法研究了游客对旅游演艺品牌形象的感知状况。结果表明:旅游演艺品牌形象感知的内在维度存在差异,宣传策略宜多元化;旅游演艺品牌形象感知以具体象征物为载体的文化形象为主;产品体验前以传播形象对旅游演艺品牌形象的影响显著,产品体验后的功能形象影响显著。
[Abstract]:Taking Zhangjiajie "charm Xiangxi" as an example, this paper studies tourists' perception of tourism performing arts brand image by using structure method and non-structure method. The results show that there are differences in the internal dimensions of tourism performing arts brand image perception, the propaganda strategy should be diversified, and the cultural image of tourism performing arts brand image perception is mainly cultural image with concrete symbol as carrier. The influence of communication image on tourism performing arts brand image is significant before product experience, and the function image after product experience.
【作者单位】： 吉首大学法学与公共管理学院;
【基金】：国家社科基金项目“西部地区公共文化产品供给机制研究”(编号:11XG2011) 湖南省教育厅重点研究基地“武陵山区扶贫开发研究中心”项目“武陵山片区民族文化产业发展的内生动力机制研究”(编号:13K095) 吉首大学大学生创新性课题“武陵山片区民族文化产业多主体协作机制研究”、“民族旅游区多利益主体冲突分类及特征研究——以武陵山片区为例”
【分类号】：F592
，
本文编号：2397453
[Abstract]:Taking Zhangjiajie "charm Xiangxi" as an example, this paper studies tourists' perception of tourism performing arts brand image by using structure method and non-structure method. The results show that there are differences in the internal dimensions of tourism performing arts brand image perception, the propaganda strategy should be diversified, and the cultural image of tourism performing arts brand image perception is mainly cultural image with concrete symbol as carrier. The influence of communication image on tourism performing arts brand image is significant before product experience, and the function image after product experience.
【作者单位】： 吉首大学法学与公共管理学院;
【基金】：国家社科基金项目“西部地区公共文化产品供给机制研究”(编号:11XG2011) 湖南省教育厅重点研究基地“武陵山区扶贫开发研究中心”项目“武陵山片区民族文化产业发展的内生动力机制研究”(编号:13K095) 吉首大学大学生创新性课题“武陵山片区民族文化产业多主体协作机制研究”、“民族旅游区多利益主体冲突分类及特征研究——以武陵山片区为例”
【分类号】：F592
，
本文编号：2397453
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