基于品牌个性角度的海南旅行社品牌定位研究  

A Study of Hainan Tourism Agency Brands on the Base of Individual Brands

作　　者：霍妍如 符艺馨 罗艳菊[1] 付业勤[1] HUO Yanru FU Yixin LUO Yanju FU Yeqin(Tourism School of Hainan Normal University, Haikou Hainan 571100, China)

机构地区：[1]海南师范大学旅游学院,海南海口571100

出　　处：《四川文理学院学报》2017年第2期69-73,共5页Sichuan University of Arts and Science Journal

基　　金：海南师范大学青年教师科研启动项目(QN1422)

摘　　要：海南国际旅游岛的建设推动着包含旅行社在内的旅游行业的迅猛发展.在旅游市场竞争日益激烈的大环境下,为了获取旅客的认可,旅行社不但要创建独特的品牌个性脱颖而出,而且要保持品牌个性所传递的信息始终如一.使用品牌个性理论维度模型,通过对神秘顾客访查的形式对海口旅行社的服务进行调查,从中分析旅行社服务所存在问题,以及对旅行社品牌定位提出相对应的建议.The construction of Hainan International Tourism Island is stimulating the quick development of tourism including the tourism agencies. In the environment of fierce competition of tourism market, only the tourism agencies make unique and individual brands and keep the information from the brands consistent will they stand out and be accepted by visitors. This paper adopts the model of individual brand theory and investigates some visitors to study the services of tourism agencies in Haikou, which helps to find out the deficiencies in the services and to put forward some suggestions for the brand orientation.

关 键 词：旅行社 品牌个性 品牌定位 问题与对策 

分 类 号：A841[哲学宗教—马克思主义哲学]