本文選題：旅游目的地品牌 + 品牌提升　； 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：旅游市場的競爭越來越多的表現(xiàn)為旅游品牌的競爭,而旅游目的地品牌是旅游地核心競爭力所在,旅游目的地也已成為旅游品牌的最大使用者。但關(guān)于旅游目的地品牌提升的研究較少,很多旅游企業(yè)經(jīng)營者僅從促銷角度來傳播信息和塑造形象,注重短期與局部利益,沒有從一個旅游地的長遠發(fā)展的角度進行全局考慮。一方面,大眾旅游成為了一種生活方式與消費時尚,為知名度較高的成熟旅游目的地供給客源；另一方面,旅游市場的激烈競爭與消費者需求的變化,使一些名氣較小的新興旅游地對于游客的吸引力不足。游客在選擇出游地時主要考慮費用、距離、時間、偏好和品牌等因素。在發(fā)展旅游成為共識的今天,旅游地的競爭已從產(chǎn)品競爭時期轉(zhuǎn)變?yōu)槠放聘偁帟r代。品牌的概念最初是從消費品中得來,對實物產(chǎn)品的品牌研究較多其成熟。人們對于品牌的定義主要分為四類：無形資產(chǎn),商品綜合品質(zhì),組合構(gòu)成,溝通工具。但是,品牌的本質(zhì)應(yīng)該是供給者對于購買者的利益承諾與品質(zhì)保證。宜州這座歷史悠久的城市,作為一個新興的旅游目的地,具有豐富的旅游資源,獨特的民族文化,旅游發(fā)展后勁足。盡管如此,面臨眾多強勢旅游地品牌帶來的競爭威脅,要使游客能夠?qū)σ酥葸@一旅游目的地進行顯著的身份識別,而減少旅游選擇的時間,降低旅游決策的風(fēng)險,鞏固和加強游客對旅游經(jīng)歷的記憶,應(yīng)當(dāng)提升品牌：突出品牌個性,強化品牌認知,轉(zhuǎn)變品牌態(tài)度,加深品牌記憶,優(yōu)化品牌形象,提高品牌滿意度,擴大品牌知名度。 本文把大衛(wèi).艾克的品牌資產(chǎn)十要素模型用于旅游目的地品牌提升的研究中來,結(jié)合品牌學(xué)、心理學(xué)、行為學(xué)、營銷學(xué)、統(tǒng)計學(xué)等多學(xué)科知識,通過實地考察分析宜州旅游業(yè)及旅游目的地品牌現(xiàn)狀,用問卷法、訪談法對宜州旅游目的地品牌的受眾進行調(diào)查,基于品牌資產(chǎn)十要素模型,從品質(zhì)認知、品牌回憶、品牌識別、品牌個性、品牌態(tài)度、品牌的知名度、品牌滿意度與忠誠度、品牌溢價、競爭者狀況、市場份額共十個方面,運用SPSS17.0和Microsoft Excel等軟件對宜州國內(nèi)旅游者進行分析,得出宜州這一旅游目的地品牌的受眾的調(diào)查結(jié)論。并根據(jù)宜州的資源稟賦、民俗風(fēng)情、歷史文化、市場潛力等方面提出宜州旅游目的地品牌提升的策略,研究結(jié)論可以為宜州旅游品牌的發(fā)展提供較好的理論支持與實際指導(dǎo),是一種新的嘗試與探索。
[Abstract]:The competition of tourism market is more and more the competition of tourism brand, and the tourism destination brand is the core competitiveness of tourism destination, and tourism destination has become the largest user of tourism brand.However, there are few researches on the promotion of tourism destination brand. Many tourism business operators only propagate information and shape their image from the perspective of promotion, pay attention to short-term and local interests, and do not consider the overall situation from the perspective of the long-term development of a tourist destination.On the one hand, mass tourism has become a way of life and consumer fashion, providing a source of tourists for well-known mature tourist destinations; on the other hand, the fierce competition in the tourism market and the changes in consumer demand,This makes some less famous new tourist destinations less attractive to tourists.Tourists mainly consider the cost, distance, time, preference and brand when they choose to travel.With the development of tourism becoming a consensus today, the competition of tourist destination has changed from the period of product competition to the era of brand competition.The concept of brand is originally derived from consumer goods, and the brand of physical products is more mature.The definition of brand is divided into four categories: intangible assets, comprehensive quality of goods, composition and communication tools.However, the essence of brand should be supplier's interest commitment and quality guarantee to buyer.As a new tourist destination, Yizhou has a long history, rich tourism resources, unique national culture, and tourism development.However, in the face of the competitive threat brought by many strong tourist destination brands, it is necessary to enable tourists to carry out significant identification of the tourist destination, reduce the time of tourism choice and reduce the risk of tourism decision-making.In order to consolidate and strengthen the tourists' memory of tourism experience, we should promote the brand: highlight brand personality, strengthen brand cognition, change brand attitude, deepen brand memory, optimize brand image, improve brand satisfaction, and expand brand popularity.In this paper, David.Ike's ten element model of brand equity is used in the research of brand promotion in tourism destination, combining the knowledge of brand science, psychology, behavior, marketing, statistics and so on.Based on the field investigation and analysis of the current situation of tourism and tourism destination brand in Yizhou, the audience of Yizhou tourism destination brand is investigated by questionnaire and interview method. Based on the model of ten elements of brand equity, this paper analyzes the quality cognition and brand recollection of Yizhou tourism destination brand.Brand identification, brand personality, brand attitude, brand awareness, brand satisfaction and loyalty, brand premium, competitor status and market share are analyzed by using SPSS17.0 and Microsoft Excel software.Yizhou this tourist destination brand of the audience's findings.And according to the resources endowment, folk customs, history and culture, market potential and other aspects of Yizhou tourism destination brand promotion strategy, the conclusion of the study can provide better theoretical support and practical guidance for the development of Yizhou tourism brand.Is a new attempt and exploration.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;F273.2

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