“凤凰古城”旅游目的地品牌营销研究

A Research into the Marketing of the Phoenix Ancient City Tour Destination Brand

旅游目的地营销已进入品牌竞争时代,品牌作为引导旅游者识别和辨认旅游目的地产品和服务特征以及让旅游者对旅游目的地原本无形的旅游经历产生一种体验式的憧憬和向往的重要途径,正逐步受到各旅游目的地的关注。在分析"凤凰古城"旅游目的地品牌现状基础之上,构建了"凤凰古城"旅游目的地品牌"重塑—传播—管理"的整体性营销策略体系,期望对于提升"凤凰古城"旅游目的地品牌竞争力、增强其可持续发展能力提供些许借鉴。

The tour destination marketing has already entered the brand competition period.Brand,being a good way of guiding tourists to identify and recognize the characteristic of the product and the service of a tour destination and let tourists produce an imagination to the originally invisible touring experience and a desire to travel,is gradually concerned by all destinations.On the basis of analyzing the present condition of the Phoenix Ancient City tour destination brand,a complete‘reshape-transmit-manage’marketing system of the Phoenix Ancient City tour destination brand is constructed in expectation that it provides some appreciation for the local administration to improve the competition ability of the Phoenix Ancient City tour destination brand and strengthen its continuous development ability.