皖南古村落旅游品牌的差异化定位思考——以宏村、西递、龙川为例

Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality

当前,旅游业进入了目的地竞争时代,品牌化成为目的地营销者的利器。基于品牌个性理论,选取皖南地区的宏村、西递、龙川三个代表性古村落为案例地,采用内容分析法、比较分析法,探讨位于同一区域、旅游吸引物相似、互相竞争的古村落旅游地品牌个性的异同,结果表明:在投射品牌个性方面,宏村的投射品牌个性特征更为多元丰富,而西递与龙川的投射个性更为聚焦。同时,将投射品牌个性与已有感知品牌个性研究成果进行比较,发现宏村品牌个性的一致性程度最高,西递次之,龙川一致性最低。鉴于宏村、西递、龙川的投射品牌个性与感知品牌个性各有偏重,旅游目的地营销也需要实施具有针对性的差异化定位策略。

Based on the theory of brand personality,we did a case study of the three representative ancient villages—Hongcun,Xidi and Longchuan in Southern Anhui province,using content analysis and comparative analysis to explore the similarities and differences of tourism brand personality among the three competing villages located in the same area,with similar tourist attractions.The results show that Hongcun’s brand personality projection is more diversified,and Xidi and Longchuan’s are more focused.A comparison between the projected brand personality and the perceived brand personality by referring to related researches reveals that the consistency degree of the three ancient villages’projected personality and perceived personality is different,with Hongcun of the highest consistency,and Longchuan the lowest.As the emphases on brand personality projection differ among the three villages,and the perception of brand personality diversified,we suggest the destination marketing be done according to positioning differentiation strategy.