认知心理的旅游地品牌培育对策  

Construction of Tourist Destination Brands based on Cognitive Psychology

作　　者：谢春山[1] 张岚[1] 

机构地区：[1]辽宁师范大学历史文化旅游学院,辽宁大连116029

出　　处：《大连民族学院学报》2008年第4期321-324,共4页Journal of Dalian Nationalities University

摘　　要：旅游者获得信息、萌生游意、作出决策,直至获得游后体验的过程,实际上就是在心理上对旅游地形成认知、产生联想、心生赞誉,最终建立品牌忠诚的过程。基于这一心理认知机制,旅游地品牌的培育必须增强信息刺激,扩大旅游地品牌的知名度;创设情境空间,拓展旅游地品牌的联想度;强化品质观念,提高旅游地品牌的美誉度;做好价值营销,增强旅游地品牌的忠诚度。The process of getting information, showing the desire to travel, making a decision to visit a destination and having real experience of the travel is, psychologically speaking, to form cognition, stimulate imagination, express commendation and show loyalty. Therefore, destinations should enhance information - based stimulation, extend brand fame,create real situation, arouse brand association, emphasize brand quality, well manage value marketing and deepen brand loyalty.

关 键 词：认知心理 旅游地品牌 培育对策 

分 类 号：F590.8[经济管理—旅游管理]