海南文创旅游度假区品牌形象塑造

Brand Image Building of Hainan Cultural and Creative Tourism Resort

以旅游资源著称的海南省,凭借着丰富的森林、海洋等自然资源以及独具特色的少数民族风情,在国际上享有较高的知名度。但伴随着旅游市场竞争的日益激烈,品牌形象的重要性不言而喻。通过品牌形象的塑造能进一步提升旅游度假区的竞争力。在品牌形象塑造中,我们需要根据不同度假区相对应的自然与文化资源进行有机整合。文章以CIS理论为基础,从视觉识别、行为识别、理念识别三个方面来分析海南文化旅游度假区的品牌形象,并提出在深化顾客认同感的同时,提升度假区的竞争力和软实力,将自身的旅游资源更好地展现给世界。

Hainan Province,which is famous for its tourism resources,has a high reputation in the world with its rich forest,ocean and other natural resources and unique ethnic customs.However,with the increasingly fierce competition in the tourism market,the importance of brand image is self-evident.Through the shaping of brand image,the competitiveness of tourist resorts can be further improved.In shaping the brand image,we need an organic integration according to the corresponding natural and cultural resources of different resorts.Based on CIS theory,this paper analyzes the brand image of Hainan cultural tourism resort from three aspects:visual recognition,behavior recognition and concept recognition,and puts forward corresponding suggestions to deepen customer identity,improve the competitiveness and soft power of the resort,and better show its own tourism resources to the world.