基于符号理论的旅游目的地品牌形象形成机理——以云南香格里拉为例

Formation mechanism of tourist destination brand image based on the theory of symbol:taken Shangri-La as an example

随着市场经济的发展,品牌效应越来越深入地渗透到消费者的消费意识中,在很大程度上影响着消费者的选择。文章在对符号学理论研究的基础上,把符号学的相关理论研究引入到旅游目的地品牌形象的形成和建设中。因此,文章以云南的香格里拉为例尝试运用符号学及其相关理论,研究旅游目的地品牌形象的演化过程,并深入分析和探讨旅游目的地品牌形象的形成机理,为我国其他旅游景区、旅游目的地品牌形象的塑造提供一定的参考和借鉴作用。

With the development of market economy,brand effect is more and more in-depth penetration into consumer consciousness,affecting consumer choice in great degree.On the basis of semiotics theory research,the article introduces the relevant theories of semiotics to the formation and construction of tourist destination brand image.Based on this,Shangri-La in Yunnan Province as an example,the article attempts to use semiology and its related theory,studies the evolution process of the tourist destination brand image,and deeply analyses its formation mechanism in order to provide certain reference for our other scenic spots.