品牌个性视角下云贵川美食旅游目的地品牌差异化定位研究

Differentiating Brand Positioning of Culinary Tourism Destinations in Yunnan,Guizhou and Sichuan from the Perspective of Brand Personality

随着旅游消费的个性化升级,品牌个性逐渐成为旅游目的地之间竞争的有力工具和影响旅游者决策的重要因素。本研究以云南、贵州和四川三个美食旅游目的地为样本,利用网络文本分析法和问卷调查法分别分析三个案例地的投射品牌和感知品牌个性。结果表明,云南的投射品牌个性是自然、民族、生态、纯朴和独特,感知品牌个性是以质朴、自然、纯朴、民族和生态为特征的“仁和”,投射和感知品牌个性一致性较高,品牌塑造在市场中认同度较高;贵州的投射品牌个性是自然、民族、热情、勤奋、欢乐和健康,感知品牌个性是以勤奋、有义气、可信赖和真诚为特征的“诚信”,投射和感知品牌个性一致性较低,市场感知和希望塑造的品牌个性间有较大差异;四川的投射品牌个性是自然、热情、包容和创新,感知品牌个性是以友善、欢乐、热情和亲切为特征的“真挚”,投射和感知品牌个性一致性有待改进。据此提出,云南、贵州、四川应分别聚焦“仁和”“诚信”和“真挚”,差异化营销和塑造美食旅游品牌。

With the personalized upgrading of tourism consumption,brand personality has gradually become a powerful tool for competition among tourism destinations and an important factor affecting tourists′decision-making.This study takes 3 food tourism destinations in Yunnan,Guizhou and Sichuan as samples,using network text analysis and questionnaire survey to analyze the projected brand and perceived brand personality of the 3 cases.The results show that the projected brand personality of Yunnan is natural,ethnic,ecological,simple and unique,and the perceived brand personality is characterized by simplicity,nature,simplicity,nationality and ecology,and the consistency of projected and perceived brand personality is high.brand building has a high degree of recognition in the market.Guizhou′s projected brand personality is natural,national,enthusiastic,diligent,happy and healthy.Perceived brand personality is′honesty′characterized by diligence,righteousness,trustworthiness and sincerity.The consistency of projected and perceived brand personality is low,and there is a big difference between market perception and desired brand personality.Sichuan′s projected brand personality is natural,enthusiastic,inclusive and innovative.Perceived brand personality is′sincere′characterized by friendliness,joy,enthusiasm and kindness,and the consistency of projected and perceived brand personality needs to be improved.On the basis of this,it is proposed that Yunnan,Guizhou and Sichuan should focus on′benevolence′,′honesty′and′sincerity′respectively,differentiate marketing and shape the brand of culinary tourism.