我国山岳型旅游地的品牌个性对应分析  

A Correspondence Analysis of Destination Brand Personality on the Mountain Landscapes in China

作　　者：潘莉[1,2] 

机构地区：[1]浙江师范大学经济与管理学院,浙江金华321004 [2]浙江师范大学正阳旅游研究院,浙江金华321004

出　　处：《四川师范大学学报（社会科学版）》2018年第2期75-83,共9页Journal of Sichuan Normal University(Social Sciences Edition)

基　　金：浙江省自然科学基金项目"基于性别气质的旅游目的地营销研究:目标框架和背景效应"(LQ18G020006)

摘　　要：目的地品牌个性是指与特定地方相关联的一组类似人的性格特征。鲜明独特的品牌个性有助于目的地实现差异化优势定位,帮助旅游者建立起对目的地的强烈情感联系。但是现有研究中,基于品牌个性视角对特定目的地类型进行的深入研究还较为少见。本文基于拟人化认知理论,借助内容分析法和对应分析法,考察我国世界遗产地中10处山岳景观在品牌个性维度上的具体体现。结果表明:(1)网络游记的内容分析证实了旅游者对目的地的拟人化认知;(2)在中国旅游者的认知经验中,"泰山雄"、"峨眉秀"等高度概括化意象经过现场体验后会变得更丰富和具象化;(3)山岳景观可以借助目的地品牌个性完成有效区分和定位。文章基于中国文化情境,考察山岳型旅游地在品牌个性维度上的对应结果,并提出一种新的营销定位视角,为旅游地打造品牌个性提供依据。Destination brand personality refers to a set of human characteristics attributed to destinations by tourists. Distinctive brand personality helps the destination to achieve the differentiation advantage positioning, and helps tourists to establish the strong emotional connection to the destination. Previous studies lack in-depth research on specific destination types based on brand personality. Based on the anthropomorphic cognitive theory, this paper, by means of con- tent analysis and correspondence analysis, investigates the concrete manifestation of 10 mountain landscapes in the brand personality dimension of Chings world heritage sites. Results show that： （1） the content analysis of the online travel notes confirms the anthropomorphic cognition of the tourists to the destination. （2） The highly abstract and condensed destination image, such as ＂Marvelous Mountain Tai＂, ＂Gracious Mountain Emei＂, would be enriched and more concrete after on-site experience. （3） For the mountain landscapes, the dimensions of destination brand personality provide a viable way of positioning and differentiating from each other. This paper, based on Chinese culture context, makes a correspondence analysis on brand personality dimensions of mountain tourist destination, puts forward a kind of new marketing strategy so as to provide the basis for tourism destination brand personality.

关 键 词：世界遗产 山岳景观 目的地品牌个性 内容分析 对应分析 

分 类 号：F590.7[经济管理—旅游管理]