基于品牌个性的旅游目的地差异化定位研究——以江苏项王故里景区为例

Differentiating Brand Positioning of Tourism Destinations based on the Brand Personality Perspective——A Case of Xiang Yu's hometown in Jiangsu

从品牌个性的视角探讨了旅游目的地品牌差异化定位的问题,以江苏项王故里景区为研究对象。基于216份调查数据样本的因子分析,将旅游目的地品牌个性划分为质朴、高雅、时新三个维度,实证分析表明:项王故里景区投射品牌个性与游客实际感知的品牌个性不一致,存在较大差异。建议景区参照"质朴+高雅"的品牌个性方向重新调整,进行差异化品牌定位,并正视品牌营销实践中存在的问题,重塑品牌形象,使品牌个性越发凸显。

From the perspective of brand personality, the paper probes into the differentiation positioning prob-lem of tourism destination. Based on the factor analysis of 216 data samples from the Xiang Yu,s hometown in Jian-gsu province, the tourism destination brand personality is divided into 3 kinds of dimensions ： simplicity, elegance and trend. Empirical analysis shows that the project brand personality of Xiang Yu,s hometown is not in conformity with the actual perception of the brand personality. It is suggested that the scenic area should readjust the brand positing according to the brand personality of u simplicity ＋ elegance and pay more attention to the problems exist-ing in the practice of brand marketing to restore the brand image and highlight the brand personality.