基于内容分析法的山东旅游品牌个性差异化研究——以山东核心旅游区为例

Research of Brand Personality Differentiation around Core Scenic Spots in Shandong Province

文章以山东省四个核心旅游区为研究对象，以旅游网站游客点评内容和相应旅游区的宣传片、宣传口号、广告词为基础数据，挽救山东旅游品牌个性在游客感知和投射两方面的差异。研究发现，游客对山东旅游品牌个性的感知为精神享受的、休闲的、山东特色的、好客的、有魅力的五个维度；山东旅游营销组织向受众投射的品牌个性则表现为有文化的、漂亮的、休闲的、热情好客的和山东特色的，尽管投射出的品牌个性和游客感知具有类型上的基本一致性，但是游客感知的“热情好客”和“休闲”权重较低，这与山东旅游宣传的“文化圣地，度假天堂——好客山东”尚存在差距。

Studied on the four core scenic spots of Shandong Province as the research object, based on the tourist website visitors＇ reviews and tourism scenic spot propaganda, advertisement, etc., discusses the differences of Shandong tourism brand personality orientation. The study found that visitors＇ perception of Shandong tourism brand personality including spiritual enjoyment, pleasurable, Shandong characteristics, hospitable and captivating; Tourism marketing organization project brand personality is characterized by enthusiastic and hospitable, culture, beautiful,leisurable and Shandong characteristics. The findings reveal that the shape of Shandong tourism brand personality has a certain gap with visitors＇ perception.