摘要
个性塑造是旅游目的地品牌营销的核心,是海南国际旅游岛品牌建设中必须解决的重要问题。从旅游目的地品牌个性的相关文献研究入手,分析旅游目的地品牌个性的形成机制,进而讨论海南旅游目的地品牌个性建设的缺陷,探究创建海南旅游目的地品牌鲜明个性的有效途径。
Personality is critical to successfully build tourism destination brand.Moreover,the issue will challenge Hainan International Island branding strategy in the future.This article reviews the leterature related to tourism destination brand personality,and analyzes its operation machenism,then explores the obstacle facing Hainan tourism destination in brand personality creation.Also the article gives recommendations on how to effectively enhance brand personality for Hainan tourism destination.
出处
《湖南财政经济学院学报》
2011年第3期97-100,共4页
Journal of Hunan University of Finance and Economics
关键词
区域旅游
旅游目的地
品牌营销
海南
regional tourism
tourism destination
brand marketing
Hainan
