摘要
21世纪旅游企业间的竞争不再是简单的资源、信息的竞争,而且还是"注意力"的竞争,广告竞争无疑是一种有效的竞争手段。形象鲜明的主题口号对促销具有不可忽视的作用,只有注重高峰体验在广告内容、创意中的作用,才能达到和实现预期的促销效果,吸引潜在的旅游者。为此旅游企业应该积极推进广告宣传,注重广告创意,突出产品特性,逐步提高旅游目的地的知名度,树立旅游企业形象。
In the 21st century,the competition among the tourist enterprises is no longer in tourism resource or information,but in ＂attention ＂, The tourism advertisement is undoubtedly one of the effective means, the theme vivid slogan for promotion is very important. This paper analyzes the importance of peak experience based on the psychological needs for tourism,, came to the conclusion that peak experience plays an important role in the advertising of content and creative. Therefore tourism enterprises should actively promote advertising, resort to strengthen advertising creative, outstanding their tourism products so as to gradually raise the awareness, and cooperation is effective in improving the travel agency＇s image.
出处
《郑州航空工业管理学院学报》
2009年第4期64-67,共4页
Journal of Zhengzhou University of Aeronautics
关键词
高峰体验
旅游促销
主题口号
peak experience
tourism promotion
theme slogan
