基于消费者行为的旅游品牌塑造

Mold of Tourism Brand Based on Consumer Behavior

从消费者行为的角度研究如何塑造成功的旅游品牌,对于提升旅游者的体验价值,建立旅游者的品牌忠诚,从而强化旅游企业的核心竞争力具有重要的意义。塑造旅游品牌的首要问题是深刻理解其涵义,把握旅游品牌体验的三个层次。旅游企业应该在消费者体验为中心的理念指导下,与旅游者共同塑造品牌,从而赢得旅游者高度的品牌忠诚。

The study of consumers’ behavior is significant to the construction of the tourism brand,the loyalty of tourist and the improvement of tourist industry’s competitive ability.The understanding of the six implications of tourism brand and the tourist-experience’s three levels is the vital problems to solve.Tourists are the center of brand,and the tourist industry should establish tourism brand with tourists.