城市旅游服务品牌及其塑造  

Research on the Brand of Urban Tourism Service and its Establishment

作　　者：周媛媛[1,2] 张金成[1] 

机构地区：[1]南开大学商学院,天津300071 [2]四川烹饪高等专科学校酒店管理系,四川成都610072

出　　处：《旅游论坛》2009年第5期690-694,共5页Tourism Forum

摘　　要：城市旅游服务品牌塑造有利于实现城市旅游品牌的差异性,提升城市的竞争优势。目前,城市旅游竞争加剧,塑造城市旅游服务品牌是非常必要的。在对相关文献的回顾评析和对城市旅游服务品牌清晰界定的基础上,研究了城市旅游服务品牌对顾客价值的直接和间接的影响,提出了以游客价值为导向的城市旅游服务品牌的塑造模型。Building the brand of urban tourism service could help the variety of urban tourism,and dominate the priority in competition.Nowadays it becomes more necessary to build such urban tourism service brands with much more competitors.Based on the review of related documents,this paper suggests that the tourism service brands building should focus on tourist value,and this paper also proposes the relevant specific model of building the brand of urban tourism service.

关 键 词：服务品牌 城市旅游 顾客价值 

分 类 号：F590[经济管理—旅游管理]