基于游客感知的重庆茶山竹海景区品牌塑造

The Research on Brand Mold of Tea Mountain and Bamboo Sea Scenic Spot in Chongqing based on Visitor Preception

从游客感知角度出发,运用重要性-绩效分析法探讨了重庆茶山竹海景区品牌发展的优劣势,在此基础上提出了形象定位和多元化营销、特色资源深度开发、市场开拓和区域合作、优良环境氛围营造、高效管理与服务等策略,以提升茶山竹海景区旅游品牌影响力。

About the brand of tourism destination, many researchers carried out researches from the point of tourism resources or tourism culture. From the aspect of the visitor perception, this paper discusses the advantages and disadvantages of Tea mountain and Bamboo sea scenic spot by applying Importance-Performance Analysis. Based on the result, this paper suggests some countermeasures like image orientation and diversified marketing, deep development of the characteristic resources, market development and regional cooperatives, building of good environment atmosphere, efficient management and service to promote the tourism brand influence of Tea mountain and Bamboo sea scenic spot.