摘要
在旅游六要素中,"吃"排在了首位。长期以来,由于信息的不对称,麻、辣、油腻和不健康已经遮蔽了川菜"食在中国,味在四川"的市场形象。外来游客的感知最能折射出川菜的形象偏差。文章通过对游客感知的抽样调查,探讨了从重塑川菜市场形象、赋予川菜健康内涵、开展川菜特色旅游、培育川菜专业人才、引领川菜走向国际五个方面如何提升川菜市场形象的实施建议。
In the six elements of tourism, "eat" is in the first place. Because of information asymmetry for a long time, the fame of being spicy, hot, oily and unhealthy has obscured Sichuan euisine's image as" eating in China, tasting in Sichuan". Tourists' perception can best reflect the image deviation of Sichuan cuisine. This paper discusses how to improve Sichuan cuisine's image from five aspects:remodeling Sichuan cuisine's brand image, endowing it with healthy connotations, developing food tourism, cultivating professional talents and leading Sichuan cuisine to the world.
出处
《四川旅游学院学报》
2015年第6期21-24,共4页
Journal of Sichuan Tourism University
基金
四川省哲学社科重点研究基地--川菜发展研究中心项目"基于游客感知的川菜品牌整合营销传播研究"的阶段性成果
项目编号:CC12S16
关键词
游客感知
川菜
市场形象
调查研究
tourist perception
Sichuan cuisine
market image
promotion