基于逆营销理念的旅游目的地品牌建设研究

Research on brand-building of tourism destination by demarketing

选取了喀纳斯景区作为研究对象,将逆营销理念作为单独的营销管理工具对保护型旅游目的地的品牌建设问题进行了研究。从品牌的定位、传播、忠诚度以及危机管理4个方面研究保护型旅游目的地品牌建设问题。

This paper tried to use demarketing concept as an independent tool to study the brand-building of protected tourist destination.Taking the Kanas scenic spot as object,the research is carried out based on demarketing concept from four aspects including brand positioning,brand communication,brand loyalty and brand crisis management.