联系我们

论文查询结果	返回搜索

论文编号：	509
作者编号：	2120071997
上传时间：	2009/5/21 22:43:42
中文题目：	文化旅游地品牌的建设方法与路径
英文题目：	Methods and the Path Research
指导老师：	白长虹
中文关键字：	文化旅游 旅游地品牌 顾客视角
英文关键字：	Cultural Tourism Tourism Bran
中文摘要：	近年来，人们的休闲时间大大增加，如何提高休闲消费质量，促进人的全面发展，已成为一个迫切需要解决的重要课题。而旅游是人们进行休闲消费的重要内容。随着生活水平的提高，人们对精神文化消费需求越来越多，要求大力发展文化产业。文化旅游正适应以上需求，也是文化产业新的增长点。随着现代社会的飞速发展，文化旅游正成为一种备受青睐、生机盎然的旅游形式。 当前，全国各地都在大力发展文化旅游，有的地区的文化旅游资源得到了合理充分的开发，但总的来说，国内大多数的地区的资源开发还存在许多问题：有些资源尚未得到充分的开发，资源优势还没有转化为文化优势；有些旅游经营者缺乏正确视角的品牌战略建设方法，造成对文化资源进行掠夺式的开发，甚至破坏了文化资源。 如何从正确的视角出发来对文化旅游进行建设，特别是品牌建设方面是我们现在旅游的当务之急。本文通过对国内外文化旅游发展状况的研究，提出了应该建立以游客视角为基础的文化旅游地品牌建设方法，并以此为基础进而研究了文化旅游地品牌的建设路径。无论从品牌建设的品牌定位还是品牌战略，都体现出了以先前分析的游客需求为导向的游客视角方法。最后以吉林靖宇文化旅游地品牌建设为例子，结合调研分析、市场营销、品牌理论、管理学、旅游学等相关理论，提出了“亲水靖宇、长白山城”的品牌定位，并提出了一系列的营销和品牌建设方法，对今后的相关文化旅游地品牌建设有很强的借鉴意义。
英文摘要：	In recent years, how to improve the quality of leisure consumption, and promote the comprehensive development of people’s life has become an urgent and important issue. The tourism is an important aspect of leisure consumption. As living standards improved, people's spiritual and cultural consumption demand become more and more important. Cultural tourism is more than adapt to the needs of cultural industries but also a new growth point. With the rapid development of modern society, cultural tourism is becoming a popular, dynamic form of tourism. At present, all over the country is vigorously developing cultural tourism. In some areas, cultural tourism resources are developed reasonable. But overall, there are still many problems： some resources have not yet been fully development, resource advantage has not translated into cultural superiority； some tour operators lack the correct perspective of the brand strategy and even undermine the cultural resources. From the correct perspective to construct the cultural tourism, especially in brand-building are our top priority now tourism. In this paper, through the development of cultural tourism research both at home and abroad, we should set up customers’ perspective and let cultural tourism and brand building methods based on it. The customers’ perspective is for the further study of the cultural tourism and in the path of brand building. Brand building in terms of brand positioning or brand strategy, are reflected in the analysis of the previous demand-oriented perspective. Finally, we use Jinyu cultural tourism brand development as an example, combined with research analysis, marketing, brand theory, management science, tourism and other related theories we put forward the "hydrophilic Jingyu, Changbai Mountain City" of the brand positioning and a series of marketing and brand-building methods. And it will be a very strong reference.
查看全文：	预览  下载(下载需要进行登录)