基于旅游目的地品牌管理过程的定位主题口号评价——以我国优秀旅游城市为例

本文以旅游目的地品牌管理过程为研究基础,分析了定位主题口号在整个过程中发挥的作用,并建立了相应的旨在最大化实现这一作用的口号评价标准。围绕这一标准体系,笔者对检索到的244个我国优秀旅游城市的口号进行了分类评价,剖析了其中存在的主要问题。

我国旅游企业品牌战略管理探究

作为产品资产的核心,品牌对旅游企业的发展有着特殊的意义,但目前我国旅游行业品牌定位不明确;品牌集中度低,品牌管理跟不上;战略制度与战略执行未能紧密结合。必须从战略高度重视旅游品牌的培育,培育企业品牌核心价值,进行品牌推广,实现战略制定与战略实施的有效结合。

全域旅游推动乡村产业融合发展路径——以绍兴市平水镇为例

全域旅游作为创新性的旅游发展观念和区域协同模式,对中国乡村旅游业的再定位和转型升级有积极的引导和借鉴作用,依托乡村独特的田园风情、生活形态、人文历史和生态美景等优势旅游资源,以旅游业为优势产业,通过对区域内资源的有机整合,促进产业多元化经营,创新产业融合模式,帮助村民增产增收,完善村庄基础设施,由单一支柱型产业向文、旅、商综合体兼容型产业群转型。以绍兴市平水镇为研究对象,对于其全域旅游发展中不足的地方,提出进一步优化产业资源配置、丰富旅游文化内涵、打造特色旅游品牌、加强全域景观化建设、打造智慧旅游平台等对策建议,以一种“全而新”的方式实现绍兴乡村经济的可持续发展。

基于体验营销的旅游目的地品牌管理研究

随着人们生活质量的提高,越来越多的人消费观念发生改变,这使得越来越多的旅游目的地改变品牌营销的策略。而我国在目的地品牌营销方面的研究还处在发展阶段,对目的地品牌研究方面的建设也只限于旅游目的地形象研究中的一个小部分,所以在旅游目的地品牌的管理和实施方案并不成熟,甚至有些旅游目的地,并没有对品牌进行系统研究和分析。

Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region

The 10 ASEAN CAssociation of Southeast Asian Nations） countries in Southeast Asia have been united for ASEAN community in 2015. Thailand is one of the members who take health and wellness tourism responsibility about tourism and product information, and health and wellness tourism standardization. Therefore, the researcher has studied in health tourism image in Thailand and ASEAN, because the image is significant cost to promote health and wellness tourism. They are factors that influence image management and also image attributes about health and wellness tourism in Thailand and ASEAN countries. In this study, the author aimed at the examination of influenced factors and the attributes for Thailand＇s and ASEAN＇s images of health and wellness tourism management and finding out the relations among cognitive, affective, and brand engagement in Thailand and ASEAN. This research could be used as guideline information for creation of plans and governmental policies of health and wellness tourism of Thailand and ASEAN region as well. The data obtained in this study included overall image and destination brand engagement, or personal engagement through way of life and daily life of Southeast Asian people. Southeast Asia has its uniqueness according to its slogan ASEAN Southeast Asia： Feel the Warmth. This is considered as one of unique activities in health and wellness tourism. Tourists can have their direct experiences with unique tradition of each nation.