基于价值感知差距模型的主题公园品牌力提升路径研究  

Exploring the Theme Park Brand Power Promotion Path Based on the Value Perception Gap Model

作　　者：万雪芹[1] 李金[1] 

机构地区：[1]陕西师范大学国际商学院,陕西西安710062

出　　处：《首都经济贸易大学学报》2011年第5期47-51,共5页Journal of Capital University of Economics and Business

基　　金：陕西师范大学"211工程"三期重点学科建设项目(项目编号884071)

摘　　要：主题公园是一种满足多样化休闲娱乐需求的现代旅游形态。主题公园品牌力是游客感知服务价值、品牌形象等多方面的综合体现。游客价值感知决定着主题公园品牌力的强弱。本文基于顾客价值感知差距模型,从主题公园品牌、服务、产品、环境价值传递的四个层面,分析了企业价值提供与顾客价值感知之间可能形成的差距及其原因,据此提出系统提升主题公园品牌力的主要路径。Theme park is a form of modern tourism to meet the needs of diverse entertainment. The theme park brand power is the performance of the integrated force, which is provided with the brand value, brand image and so on by the theme park business, the customer＇s perception of value determines the strength of brand power. Therefore, based on the value perception gap model, this paper analyzes the gap formed between business creation of value and customer perception of value in the brand, services, products, and the environment value delivery process, seeking an important path to enhance the theme park brand power.

关 键 词：顾客价值 价值感知差距模型 主题公园 品牌力 

分 类 号：F590[经济管理—旅游管理]