基于游客感知的同里古镇文化旅游品牌营销策略研究

A Study on the Tourist Perception of Brand Marketing Strategy of Tongli Ancient Town Tourism

本文依据调查数据对同里古镇游客的人口统计学特征、行为特征,以及游客对古镇文化旅游的文化氛围、物质文化、精神文化方面的感知特征进行分析,提出古镇文化旅游品牌营销策略:精准化选择客源群体,精深化挖掘古镇文化,清晰化定位品牌形象,精细化设计旅游产品,精明化善用营销渠道,立体化构建营销体系。

According to the survey data,the paper conducts a deep analysis of the demographic characteristics,behavioral characteristics and perceptual features on the aspects of cultural atmosphere,material culture,spiritual culture of tourists behavior feature,coming to the marketing strategy proposal on cultural tourism brand of ancient town： accurately selecting the tourist groups,in- depth studying the culture of the ancient town,clearly repositioning the brand image,deliberately designing the tourism products,making good use of marketing channel,and three- dimensionally establishing marketing system.