基于体验视角的旅游目的地品牌塑造研究

Study on the Brand Building of Tourism Destinations from the Experience Perspective

旅游目的地品牌与旅游体验是近年来旅游研究领域的热点话题。但是,到目前为止从体验视角研究旅游目的地品牌塑造的成果较少。通过构建旅游体验与旅游品牌化关系的变体波士顿矩阵模型,从理论上探讨了两者之间的内在联系,在此基础上阐述了体验经济背景下旅游目的地品牌塑造应遵循的基本原则与品牌塑造策略,以期为旅游目的地品牌建设提供参考依据。

In recent years,the tourism destination brand and the tourist experience have become hot topics in the field of tourism research.However,there are so far few achievements in the brand building of tourism destinations from the experience perspective.Through building a variant Boston matrix model for the relationship between tourist experience and tourism branding,this article discusses their internal relations from the theoretical point of view.And on that basis,it elaborates the basic principles and strategies for the brand building of tourism destinations under the background of experience economy with the aim to provide references for the brand building of tourism destinations.