基于品牌信用的旅游景区品牌塑造要素研究

The Brand Credit-based Study on the Factors of Tourism Brand Shaping

基于旅游品牌信用,对旅游景区品牌塑造要素进行分析。研究认为旅游景区品牌塑造要素中,品类是核心要素,旅游景区名称、标志、宣传口号等是载体要素,由旅游产品或服务、基础设施和服务设施共同营造的氛围是现实体验要素,并通过传播要素传递给旅游者,四者相辅相成。从旅游者行前、行中和行后三个阶段,共同构成塑造的要素体系。

From the perspective of tourism brand credit, this study analyses the factors of tourism brand shaping. It is considered that category is the core factor, the name, mark and slogan are the carrier. Tourism products or serv- ices, infrastructure and service facilities are the atmosphere factor, and they can be transferred to tourists transmission factor. The four aspects commonly form the factors system of tourism brand shaping. throgh the