摘要
依据实物商品3类品牌形象概念(功能性、经验性、象征性)创造的基本原理,结合旅游经历的特殊性,对旅游目的地进行品牌化。然后通过4个步骤将目的地品牌的核心理念进行合理延伸,利用品牌杠杆力全面撬动区域产业经济。同时初步探索了重庆都市旅游目的地品牌化及其品牌杠杆力的运用。
According to the basic theories of creation of the three kinds of brand images (functional? experiential? symbolic) and the peculiarity of tourist experience, branding tourism destination is discussed and analyzed. Then it extends reasonably the core concept of destination brand by four steps and leverages,thus stimulating the regional industry economy by making use of brand levering.In addition,the paper discusses Chongqing tourist destination branding and the application of the power of brand′s leverage.
出处
《重庆师范大学学报（自然科学版）》
CAS
2003年第4期76-78,共3页
Journal of Chongqing Normal University:Natural Science
基金
重庆市哲学社会科学规划资助项目<都市形象与旅游开发研究>阶段性成果之一
