品牌劫持情境下城市旅游形象的塑造

The Image Building of City Tourism in the Context of Brand Hijacking

借助品牌劫持的相关概念,将旅游者的主观作用纳入考虑范畴,探讨品牌劫持给城市旅游形象的塑造工作带来的影响。基于此,进一步深入研究品牌劫持情境下城市旅游形象塑造方式,明确城市旅游形象的塑造应该以旅游者为中心,从定位、设计、传播推广、修正四个方面提出相应的策略。形象塑造要发挥政府和旅游企业的作用,更要让旅游者参与进来。

With the help of the related concepts of brand hijacking,this paper takes the subjective role of tourists into account,and probes into the influence of brand hijacking on the shaping of urban tourism image.Based on this,this paper further studies the shaping mode of urban tourism image under the situation of brand hijacking,clarifies that the shaping of urban tourism image should take tourists as the center,and puts forward the corresponding strategies from four aspects:positioning,design,dissemination and promotion,and correction.Image shaping should give full play to the role of the government and tourism enterprises,but also let tourists participate in it.