基于旅游者感知风险的城市旅游目的地品牌营销策略探讨——以峨眉山市为例

Study on Brand Marketing Strategies of Urban Tourist Destination Based on Tourists' Perceived Risks——Taking Mount. Emei For Example

随着经济的快速发展,各种旅游新业态异军突起,一些传统的城市旅游品牌的塑造与推广也遇到了严峻挑战。以峨眉山市为例,从旅游者感知风险的角度,分析旅游者感知风险对旅游品牌营销的三大影响,提出峨眉旅游目的地品牌营销的四大应对策略,以期让旅游目的地的品牌营销更有针对性。

With the rapid development of economy, various new forms of tourism have emerged, and some traditional urban tourism brands have also met severe challenges in brand shaping and promoting. Taking Emei city as an example, this paper analyzes three influential factors of tourists’ perceived risk on tourism brand marketing, and it puts forward four strategies of Emei tourism destination brand marketing in order to make its brand marketing more target-oriented.