梅关古道品牌个性特征识别研究  

Research on Recognition of Personality Characteristics of Meiguan Ancient Road Brands

作　　者：彭彩婷 张河清[1] 王蕾蕾[2] Peng Cai-ting;Zhang He-qing;Wang Lei-lei(School of Management,Guangzhou University,Guangzhou 510006,Guangdong,China;Guangzhou Panyu Vocational and Technical College,Guangzhou,Guangdong 511483)

机构地区：[1]广州大学管理学院,广东广州510006 [2]广州番禺职业技术学院,广东广州511483

出　　处：《江苏商论》2022年第8期46-50,共5页Jiangsu Commercial Forum

基　　金：国家社科基金后期资助一般项目:南粤古驿道文化遗产保护与活化利用研究(19FSHB007);国家自然科学基金面上项目:民族传统聚落“文化与生态基因信息图谱”建模及应用研究(71473051);教育部“新世纪优秀人才支持计划”(NCET-10-0086)。

摘　　要：本文运用八爪鱼网页数据采集器和词频分析软件抓取、处理梅关古道在线评论数据。研究发现,梅关古道具有最突出的正向的品牌个性特征;同时,梅关古道在塑造鲜明差异化的品牌形象过程中存在诸如旅游品牌主题定位不清晰、旅游体验层次低、历史文化资源开发不足、品牌宣传推广力度不够等问题。针对这些问题,本文提出相关提升的建议,以期为梅关古道的发展提供借鉴意义。This paper uses Octopus web data collector and word frequency analysis software to capture and process the online comment data of Meiguan Ancient Road.The study found that Meiguan Ancient Road has the most prominent positive brand personality characteristics;at the same time,in the process of creating a distinct and differentiated brand image,Meiguan Ancient Road has such problems as unclear tourism brand theme positioning,low level of tourism experience,and development of historical and cultural resources.Insufficient,insufficient brand promotion and other issues.In response to these problems,this paper puts forward relevant suggestions for improvement,in order to provide reference for the development of Meiguan Ancient Road.

关 键 词：网络文本分析法 梅关古道 品牌个性特征 

分 类 号：F59[经济管理—旅游管理]