湖北省旅游目的地品牌形象时空演化分析

On Temporal and Spatial Evolution of Brand Image of Tourism Destinations in Hubei

随着我国旅游业的迅猛发展,旅游目的地之间的竞争日趋激烈,并由最初资源竞争转变为品牌形象竞争。为对接"一带一路"战略需求,品牌化运作是提升目的地竞争力的重要途径。本文以湖北省为切入点,对其品牌演化的时空特征进行了定量分析和预测,探究了目的地品牌流行度演化的时间阶段和空间特征,针对湖北省品牌形象流行度发展的现状及未来的演化方向提出了对策和建议。

With the rapid development of tourism in China,Chinese tourist destinations are faced with more and more fierce competition,from initial competition of resources to present competition of brand images. Brand strategy is an important way to enhance the competitiveness of destinations in order to meet the strategic needs of the Belt and Road Initiative. Taking Hubei province as a study case, this paper makes quantitative analysis and prediction of the spatial and temporal characteristics of brands＇ evolution to explore the popularity evolutions of the vacation spots. Then it puts forth the countermeasures and suggestions based on the current situation of the development of the brand images in Hubei province and the evolution direction in the future.