基于顾客体验价值的区域旅游品牌建设研究——以惠州巽寮湾为例

Study on the Construction of Regional Tourism Brand Based on the Value of Customer Experience——Taking Huizhou Xunliao Bay as an example

在21世纪日益激烈的旅游经济竞争环境下,旅游企业之间的竞争从最开始的个体品牌竞争慢慢转化为区域之间的旅游品牌竞争。区域旅游品牌之间的竞争作为一种新的战略手段,成为关注的焦点。选择顾客体验价值为切入点,以巽寮湾滨海旅游度假区为例,开展对该区域旅游品牌建设相关问题的研究,尝试提出巽寮湾区域旅游品牌建设的意见,打造出一个独特的巽寮湾旅游品牌形象,为全国的滨海旅游度假区的区域旅游品牌建设提供借鉴的实例。

In the increasingly fierce competition environment of tourism economy in twenty-first Century, the competition between the tourism enterprises from the beginning of the individual brand competition slowly transformed into the re- gional tourism brand competition.As a kind of new strategic means, the competition between regional tourism brands has become the focus of attention.Select the value of customer experience as the starting point, to Xunliao Bay Resort as an example, to carry out the research on the problems related to the regional tourism brand construction,Try to put forward the Xunliao Bay tourism brand image, to provide examples for the construction of regional tourism brand of the coastal tourism resort.