基于扎根理论的红色旅游目的地品牌个性构建--以井冈山为例

Brand Personality Construction of Red Tourism Destination Based on Grounded Theory:A Case Study of Jinggangshan

随着红色旅游市场竞争的加剧,旅游目的地日益呈现同质化趋势,如何凸显目的地区别于同类竞争者的独特个性有待探索。文章以井冈山市红色旅游系列景区为案例,运用扎根理论的质性研究方法,结合旅游符号学的理论成果,讨论红色旅游目的地品牌个性的构建机理。旅游目的地品牌个性是建立在旅游表演舞台基础上的抽象建构过程:首先,由旅游从业人员和当地居民对目的地进行第一次个性建构;其次,旅游者进入旅游空间后对目的地符号进行二次编码和解码,通过自身的旅游体验,融入自我概念;最后,形成了对目的地的个性感知,感知的形成方式有对比、强化、新建和重建。此外,红色旅游目的地由于自身特殊的历史政治原因和国内旅游者的集体记忆会构建政治属性的个性。

In recent years,China's red tourism market has developed rapidly and gradually.As competition in the red tourism market intensifies,the homogenization of tourist destinations is becoming more and more serious.The personality of the tourism destination brand is the source of the differentiation of the tourism destination brand,which can meet the symbolic needs of consumers in the market competition.The unique symbolic meaning and personality of a tourist destination is an important factor to stimulate tourists'personality associations and the formation of tourist attitudes.Tourists'perception of tourist des-tinations is based on their perception of brand personality.In face of broad market prospects and fierce competition,red tourism destination faces the challenges in gaining the satisfaction and recognition of tour-ists through establishing a recognizable brand identity.Relevant studies have confirmed that tourism desti-nations can highlight the unique personality characteristics of destinations through the shaping and applica-tion of brand personality,and are easy for tourists to identify and choose.People use self-schemas as labels and concepts to explain the outside world,and use anthropomorphic personality traits to give inanimate objects,animals or natural phenomena human motivations and behaviors,thus creating the difference of brand symbols and triggering audience loyalty to brands,so brand symbols have real value.The self-ex-pression function of the brand and the consumer,characterized by the personality and value of the brand,is formed by the brand's marketing activities,and is an additional temperament feature of the reaction after interacting with the consumer.The personality of the tourism destination brand is the anthropomorphic at-tribute of the tourism destination brand,which can maintain product differentiation and meet the symbolic needs of consumers in market consumption.Previous research has attributed the formation of a destination brand personality to the symbology of the destination,where visitors complete the perception of personal color through experience and cognition.Taking Jinggangshan Red Tourism Series Scenic Spots as the case object,this paper uses the qualitative research method of rooted theory to supplement the theoretical a-chievements of tourism semiotics,and conducts a comprehensive and systematic investigation of the sha-ping texture of the brand personality of red tourism destinations.The paper presents several findings.First,the brand personality of red tourism destinations derives from the symbolic representation of tourist destinations,and will experience the first construction of tourism practitioners and the secondary construc-tion of tourists.Second,its special historical status and national policies and other factors naturally pos-sess the red resources in the core resources,differentiating it from the unique attributes of other tourist destinations.Third,the personality of the destination is not only an anthropomorphic evaluation of tour-ists.Tourism practitioners not only stimulate their own cultural connotations but also anthropomorphic expression of destinations in the interaction with tourists.Fourth,based on different tourism motivations and self-concepts,tourists will have different perception of the personality of the destination,but the path to realization is the same,that is,they will be compared,strengthened,reconstructed,and newly built.In this paper,through the in-depth excavation of 2 symbol representation classes,1 media coding class and 3 tourism decoding classes,and repeated comparison with travelogues,the"Semiotic Model of Brand Per-sonality Shaping of Red Tourist Destinations"is established.