杭州城市旅游品牌的演化机理及优化

Research on evolutionary mechanism and optimization of tourism brand of Hangzhou City

基于来杭游客的旅游博客分析,探究杭州旅游品牌塑造现状,分析杭州城市旅游品牌演化过程及各阶段特征,认为1983年前,杭州城市旅游品牌处于自然生成阶段("人间天堂时代"),1983-2000年处于引导生成阶段("天堂城市时代"),2001年起,进入培育塑造阶段("品质休闲时代");旅游资源开发、市场需求变化、政策规划引导、旅游设施与交通建设、旅游产业结构升级等是杭州城市旅游品牌演化的动力要素。探讨了各动力要素的运行关系,提出了强化"休闲之都"形象建设、加强旅游品牌整合和系统建设、树立"顾客满意"理念,提升旅游品牌忠诚度等优化措施。

Based on the analysis of the blogs by tourists from Hangzhou,this paper made a thorough inquiry into the current situation of the current situation of tourist brand building in Hangzhou,its evolution process as well as its features during times.Before 1980,it was in the period of natural development（the Earthly paradise period）.From then to 2000,it was in the period under the guidance of the administration（the urban paradise period）.Since 2001,it has entered a stage when receiving special cultivation（the high quality recreation period）.Such driving forces as tourism resources development,changes in market demand,policy planning guide,tourist facilities and transportation construction,tourism industrial structure upgrading motivates the evolution of its tourist brand building.The paper elaborates the operation relations coupled with current situation of its ban building,proposing optimal measures like strengthening brand supporting facilities building and planning guide,unified image,enhancing the building of Leisure City,setting up a sense of system,strengthening tourism brand integration and system construction,building the concept of customer satisfaction and focusing on raising loyalty to tourism brand building