生态位理论视阈下的景区旅游品牌塑造——以汉中石门栈道水利风景区为例

源于生态学的生态位理论引入品牌管理领域,开创了从生态角度认识品牌的新视角。本文选取位于国家级历史文化名城和中国优秀旅游城市汉中的石门栈道风景区进行个案分析后认为,当多样的旅游资源共存于同一景区时,或同样的旅游资源共存于相邻景区时,极其容易导致单个景区的品牌生态位出现偏差,出现旅游品牌定位泛化、资源利用不足和品牌之间缺乏协同的状态。在全域旅游时代,提高旅游产品质量和游客体验成为一种趋势。从品牌塑造过程看,景区建设需要重视旅游品牌生态位的调整,重新思考品牌定位、重塑品牌形象和提升品牌内涵;从品牌营销策略看,景区旅游品牌的打造需要重视旅游资源深度开发与品牌形象特化、目标市场带动与品牌传播效应。

Introduction of ecological niche theory which derived from the ecology creates a new perspective to understand brand man- agement. The thesis puts forward the views as follows by the example of Shi- men Plank Road Scenic Area in China Hanzhong： the coexistence of the diverse tourism resources in the same area or the coexistence of the similar tourism re- sources in the adjacent area very easily leads to the niche deviation of a certain scenic area, tourism brand positioning gen- eralization, under - utilization of tourism resources or lack of coordination. In the era of global travel, to improve the quali- ty of tourism products and tourist experience has been a trend. From branding process, the scenic area needs to focus on adjusting the scenic construction niche, rethink brand positioning, reshape the brand image and enhance brand connotation. Viewed from the brand marketing strategy, the construction of the scenic brand needs to focus on the depth development of tourism resources, the specialization of brand image, the powerful target market drive and the brand communication effects.