试论旅游城市的品牌危机传播策略——以湖南凤凰古城为例

Strategic Suggestions for Crisis Communication of Tourist City Brand:A Case Study of Fenghuang Ancient Town

针对湖南凤凰古城"一票制"风波产生的原因,分析并指出了构建旅游城市品牌战略意识、建立品牌危机传播机制、科学谋划品牌危机传播策略的重要性,并从旅游城市的品牌塑造尤其是危机传播的战略角度对重塑城市品牌提出一些针对性建议。

On April 10th, 2013, the Combo tickets system debuted in Fenghuang Ancient Town, and this led to protests and chaos. This paper analyzes the reasons for such a chaos, and clarifies the necessity to form a strategic awareness of tourist city brand, and a crisis communication awareness when crisis commu- nication is necessary. On such a basis, it puts forward some suggestions on the strategies to build a tourist city brand and handle crisis communication.