差异化:民族地区文化旅游品牌形象构建的基本策略——以内蒙古为例

On the Differentiation:Construction of Inner Mongolia Cultural Tourism Brand Image:Take lnner Mongolia as an Example

少数民族地区大多有特殊的历史文化、地域环境和民族文化。文化方面的异质性决定了以文化为依托的旅游品牌形象差异化建构的基础。从品牌营销推广来说,只有突出文化旅游品牌形象的差异性,才能促进民族地区文化旅游品牌形象的传播推广。差异化策略实现主要是通过思想理念、视觉形象、产品、服务等方面的差异化塑造来实现。

Inner Mongolia has a special historical culture, geographical environment and ethnic culture, cultural heterogeneity on the basis of constructing the tourism brand image difference based on culture as the basis of decision, also from the brand marketing, the difference only highlight the cultural tourism brand image, in order to promote Inner Mongolia cultural tourism brand image promotion. Combined with the formation mechanism of brand image, the realization of the differentiation of Inner Mongolia tourism brand image is realized through the differentiation of ideology, visual image, product and service.