基于旅游目的地视角的品牌管理探析

An Exploration into Management Brand Predicated upon the Perspective of Tourist Destination

以旅游目的地品牌为研究对象,以现代体验营销理论为支撑,从实践角度深入剖析旅游目的地品牌的本质;在区别旅游目的地品牌与一般实物产品和服务品牌的基础上,确立旅游目的地品牌管理的目标体系,尝试构建一个贯穿创建、维护、发展全过程的旅游目的地品牌管理框架;探索性地分析旅游目的地品牌管理的对象、管理主体、管理目标、管理内容及如何管理等问题。

Taking tourist destination briand as a research object and based on the modern experimental marketing theory, this article essays to make an in-depth analysis of the nature of tourist destination brand. Predicated upon the discrepancy between tourist destination brand and other kinds of brands, the author attempts to set an objective system of tourist destination brand and to construct a management framework of tourist destination brand through which creation, maintenance and development run in the hope of tentatively analyzing the objects of management, subjects of management, contents of management and the ways to management.