旅游城市品牌粉丝生成机制与重构利用——基于张家界粉丝现象的分析

Research on Producing Mechanism and Reconstitution for Brand Fans in Tourist City——Take Zhangjiajie Fans as Example

运用虚拟民族志的研究方法对张家界粉丝叙述文本进行考察,发现了旅游城市品牌粉丝生成机制;嫁接品牌虚拟社群到这个机制中,构造社会化网络时代旅游城市品牌粉丝经济模型,提出了政策建议。

By taking the tourist city Zhang Jiajie as an example and using the way of virtual ethnography to research fans narrative context,we found the generation mechanism of brand fans in tourist city. Virtual brand community is grafted to this mechanism which constructs fans economic model of tourist city in this social network era,as well as some suggestions are also put forward.