As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their cor...As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness.Through text analysis,the content of the online review content of three coastal tourist destinations in Yalong Bay,Silver Beach,and Gulangyu Islet were analyzed.The brand personality of coastal tourist destinations was identified from the perspective of tourist perception,and the selected 3 coastal tourist destinations were identified by correspondence analysis.Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of“elegance”and“benevolence”,but different coastal tourism destinations have their own distinct and unique brand personalities.On this basis,directional suggestions for the development of brand personality in coastal tourism destinations are given.展开更多
Destination branding is a process of branding a place,a product,or a city,to attract investment,people,and capital.The growing role,significance and importance of destination branding and image in tourism is being wid...Destination branding is a process of branding a place,a product,or a city,to attract investment,people,and capital.The growing role,significance and importance of destination branding and image in tourism is being widely explored.There is a growing body of research in destination branding and specifically with relation to tourism products and brands around the world and how they can use certain elements(element mix)to develop a sense of identity to a place.Branding has become very important in travel and tourism industry since it influences tourists’decisions to visit a place or a city and therefore it affects their level of satisfaction.The main aim of destination branding is to create value and enable destination marketers to successfully use the unique characteristics and attributes associated with the city(e.g.,products,services,arts,technology,location,culture,etc.)to differentiate,position their destinations and sustain a competitive advantage over other tourism brands around the globe.This paper,using case-study methodology,aims to report on a wider project with the aim to develop“Alexandria—the city next door”brand to be available for tourists’choices when selecting a destination to visit.展开更多
文摘As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness.Through text analysis,the content of the online review content of three coastal tourist destinations in Yalong Bay,Silver Beach,and Gulangyu Islet were analyzed.The brand personality of coastal tourist destinations was identified from the perspective of tourist perception,and the selected 3 coastal tourist destinations were identified by correspondence analysis.Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of“elegance”and“benevolence”,but different coastal tourism destinations have their own distinct and unique brand personalities.On this basis,directional suggestions for the development of brand personality in coastal tourism destinations are given.
文摘Destination branding is a process of branding a place,a product,or a city,to attract investment,people,and capital.The growing role,significance and importance of destination branding and image in tourism is being widely explored.There is a growing body of research in destination branding and specifically with relation to tourism products and brands around the world and how they can use certain elements(element mix)to develop a sense of identity to a place.Branding has become very important in travel and tourism industry since it influences tourists’decisions to visit a place or a city and therefore it affects their level of satisfaction.The main aim of destination branding is to create value and enable destination marketers to successfully use the unique characteristics and attributes associated with the city(e.g.,products,services,arts,technology,location,culture,etc.)to differentiate,position their destinations and sustain a competitive advantage over other tourism brands around the globe.This paper,using case-study methodology,aims to report on a wider project with the aim to develop“Alexandria—the city next door”brand to be available for tourists’choices when selecting a destination to visit.
