基于游客心理的地域文化旅游品牌化发展的心理策略  

Psychological Strategies for the Brand Development of Regional Cultural Tourism based on Tourists′Psychology

作　　者：权立枝 权丽竹 QUAN Lizhi;QUAN Lizhu(College of Marxism, Taiyuan University of Technology, Taiyuan 030024, China)

机构地区：[1]太原理工大学马克思主义学院,山西太原030024

出　　处：《山西高等学校社会科学学报》2020年第10期50-54,共5页Social Sciences Journal of Universities in Shanxi

基　　金：山西省软科学研究项目“山西地域文化旅游品牌创建与影响力提升研究”(2018041011-7)之阶段性成果。

摘　　要：随着人们生活质量水平的不断提升,地域文化旅游已经向着高端化、品牌化的方向发展。分析地域文化旅游过程中的游客心理,同时探讨地域文化旅游所面临的游客心理需求困境及原因,从而针对性地从游客的求实心理、求新心理、求奇心理、求美心理、求利心理、求便心理出发,提出相应的心理策略,有助于为其提供更为精准的服务,并为地域文化旅游品牌化发展提供心理基础与理论借鉴。With the continuous improvement of people′s life quality,regional cultural tourism has developed towards the direction of high-end and branding.This paper analyzes the tourists′psychology of in the process of regional cultural tourism,and discusses the difficulties and reasons of tourists′psychological needs faced by regional cultural tourism.Starting from the tourists′psychology of truth-seeking,novelty,strangeness,beauty,profit and convenience,some corresponding psychological strategies are put forward,which will help to offer more accurate services and provide psychological basis and theoretical reference for the brand development of regional cultural tourism.

关 键 词：游客心理 地域文化旅游 品牌化发展 心理策略 

分 类 号：B849[哲学宗教—应用心理学]