旅游地形象营销过程体系的构建及案例实证

The Image Marketing Framework of Tourism Destinations:Theory and Case Study

本文认为,旅游地的形象营销是一个系统的过程体系,贯穿旅游者至少一次旅游体验的始终,而非简单的等同于制定旅游形象并向潜在旅游者传播;判断旅游地形象营销是否成功有效的核心标准之一,应是看旅游地营销的旅游形象能否固化为旅游地具有持有吸引力的旅游形象。基于对旅游者心理特征和游客旅游全程体验的解读,本文从旅游地营销与旅游者认知旅游地两方面的对应角度出发,构建了旅游地形象营销的过程体系,并通过婺源案例进行了实证分析。研究成果对于深化旅游地形象研究、指导旅游地形象营销的成功实践具有重要意义。

Image marketing is becoming more and more popular nowadays.However,image marketing is misunderstood to include just two phases,the designing of tourism image and the image broadcasting on the market.Based on the analysis of tourist＇s psychological characteristics and the whole tourism process,the organized system of image marketing is proposed out of the corresponding relationship between destination marketing and tourists＇ perceive of images.The system of image marketing includes four phases： knowledge-collection phase,destination-choosing phase,travelling phase,post-travelling phase.Then Wuyuan County is chosen as study case to demonstrate the image marketing system.The conclusions of the paper are,setting up the integrated system of image marketing based on the fact that image marketing is a whole process throughout tourists＇ travelling,image marketing incorporated with tourism image and attractions is more effective for potential visitors,image marketing in the course of visitors＇ travelling could relieve the gap between tourism image and impression of visitors,image marketing after the travelling course will be helpful to alleviate the negative ＂mouth to mouth＂ effect.The system of image marketing would guide the practice of image marketing for ecotourism destinations.