基于消费者角度的江苏省生态旅游品牌策略研究  

Ecotourism Brand Strategy in Jiangsu Province from the Consumer Perspective

作　　者：林炜婷 唐玮鸿 蒋钰莹 曾杰杰[1,2] LIN Weiting;TANG Weihong;JIANG Yuying;ZENG Jiejie(School of Economics and Management,Nanjing Forestry University,Nanjing 210037,China;Research Center for Forest Products Economy and Trade,National Forestry and Grassland Administration,Nanjing 210037,China)

机构地区：[1]南京林业大学经济管理学院,南京210037 [2]国家林业和草原局林产品经济贸易研究中心,南京210037

出　　处：《中国林业经济》2024年第6期59-64,共6页China Forestry Economics

基　　金：江苏省社会科学基金项目(21GLB011)。

摘　　要：生态旅游是将“水库、钱库、粮库、碳库”的绿色财富以及文化历史和非遗资源蕴含的文化与民俗财富向现实生产力转化的重要方式,生态旅游品牌是建立良好的消费者互动进而影响消费者决策的重要因素。以提升江苏省生态旅游品牌影响力为目标,采用二手数据和实地调查等探索性调研方式获取相关数据,分析了近年生态旅游消费支出增长迅速、消费者生成的生态旅游品牌内容已深度影响消费者决策的新变化,对江苏省国家级生态旅游和乡村生态旅游的区域分布和收入进行对比分析。研究发现:江苏省生态旅游品牌存在传播效果受限、生态旅游标识品牌分布不均衡、乡村生态旅游定位趋同、交通衔接存在短板以及服务质量欠佳等问题。基此,提出加强与用户生产内容平台合作以拓宽生态旅游品牌传播渠道,打造顶级生态旅游品牌和乡村生态旅游品牌矩阵,针对消费者生态旅游的关键感知点,创造峰值体验等策略,以提升江苏省生态旅游品牌知名度与认可度,推动其高质量发展。Ecotourism serves as a vital mechanism for converting green assets,including“reservoirs of water,grain,capital,and carbon”as well as the cultural and folkloric wealth embedded in historical and intangible cultural heritage resources,into tangible productive forces.The ecotourism brand plays a crucial role in fostering positive consumer engagement,which in turn significantly influences consumer decision-making processes.To enhance the ecotourism brand's influence in Jiangsu Province,this study employs exploratory research methods,including secondary data analysis and surveys,to collect pertinent information.The recent surge in ecotourism consumption expenditure as well as the substantial influence of user-generated content of ecotourism brands on consumer decision-making processes are investigated.Furthermore,it performs a comparative analysis of the regional distribution and revenue of national-level ecotourism areas and rural ecotourism towns in Jiangsu Province.The results indicate that Jiangsu Province faces several challenges,including limited communication effectiveness,unbalanced distribution of ecotourism brands,homogeneity in rural ecotourism market positioning,inadequate transportation connectivity,and suboptimal service quality.Based on these findings,this study recommends a series of strategic initiatives to enhance the ecotourism brand's communication channels through intensified collaboration with user-generated content platforms.Moreover,relevant departments should foster a diverse and robust portfolio of ecotourism brand matrix among leading ecotourism and rural ecotourism.Creating peak experiences for consumers'key perception points in ecotourism service activities should be considered.These strategies are designed to elevate the prominence and recognition of the ecotourism brand in Jiangsu Province and facilitate its high-quality development.

关 键 词：生态旅游 江苏省 现状 消费者决策 品牌策略 

分 类 号：F592.7[经济管理—旅游管理]