基于感知的旅游目的地品牌个性研究——以青岛旅游品牌为例

On the Brand Personality of Tourism Destination Based on Cognition——A Case of Qingdao Tourism Brand

结合国内外相关研究成果,从旅游者感知的角度设计了青岛旅游品牌个性量表,并通过对在青旅游者的实证调查,提炼出了青岛旅游品牌的个性维度。研究结果显示,青岛的旅游品牌个性特征为"情调、开放、上进、知性和活力"。针对该结论,青岛的旅游品牌首先应定位于这些个性特征,然后再从旅游吸引物、旅游配套环境及品牌营销渠道三方面共同努力来完成其品牌个性的塑造。

After reading the relevant research at home and abroad, the paper designs Qingdao tourism brand personality scale from the cognition of tourists, launches an investigation to tourists in Qingdao, and finally extracts the Qingdao tourism brand personality dimen- sions. The result indicates that the characteristics of Qingdao tourism brand personality are ＂Taste, Openness, Progression, Intellectuality and Vitality＂. According to the conclusions, Qingdao tourism brand should position in these personality characters, and then shape the brand personality through the joint efforts of tourism attraction, supporting environment and marketing channels.