黄水旅游品牌的定位与提升研究  

On Tourism Brand Positioning and Promotion in Huangshui

作　　者：屈妮娜 杨晓霞[1] 向旭[2] 蒙歆媛[1] 史珊[1] 

机构地区：[1]西南大学地理科学学院,重庆400715 [2]西南大学经济管理学院,重庆400715

出　　处：《西南师范大学学报（自然科学版）》2016年第2期71-77,共7页Journal of Southwest China Normal University(Natural Science Edition)

基　　金：重庆市社会科学规划项目(2014YBGL134)

摘　　要：在对黄水旅游品牌发展历程回顾的基础上,利用问卷调查、ROST软件分析等方法,对黄水旅游品牌的影响力进行评价,结果表明:黄水旅游品牌的市场影响力逐渐扩大,已成长为介于地方性与区域性之间的旅游品牌;但同时存在品牌含金量低、品牌定位与游客感知存在偏差等问题.在对黄水旅游品牌的禀赋、游客感知和竞争性分析的基础上,将其旅游品牌定位为"天上黄水,土家乐园".黄水旅游品牌的提升路径主要包括:树立品牌意识,丰富品牌内涵;创新传播方式,扩大品牌影响;创建"国"字号景区,增加品牌含金量等.Brand construction is vital not only to increase the competitive capacity of tourism destination,but also to improve tourist loyalty,to play a role of bridge,and to tie in establishing the emotional link between the destination and tourists.For Huangshui tourism area,which has achieved initial succession brand construction,an accurate brand-positioned and a sustainable brand promotion is a task of top priority.By reviewing the development history of Huangshui tourism brand,using questionnaire and ROST to evaluate influential power,the study made results as follow：the market influence of Huangshui tourism brand has been gradually expanding,becoming a tourism brand known to the extent between local and regional;however,there are still some problems existed such as low quality,the deviation between brand positioning and tourists’perception so on.Based on analysis of tourism endowment,tourists’perception and competition,to fix a position of the tourism brand as＂Heaven on Huangshui,Paradise of Tujia People＂.The key approaches improving the quality of Huangshui tourism brand proposed at the end of the paper：establishing brand awareness and enhancing the connotation;innovating transmission methods to expand the influence;creating national-known scenic spots to add the value.

关 键 词：旅游品牌 品牌定位 品牌提升 黄水旅游区 

分 类 号：F590[经济管理—旅游管理]