面向古镇旅游品牌价值的关联度分析——以重庆磁器口古镇为例
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摘要
古镇旅游品牌价值研究对古镇旅游业发展具有战略意义。针对古镇旅游品牌价值的"美""名""古""食""奇""娱"6个维度,运用灰色关联法分析得出这6个维度与古镇旅游品牌价值的关联度:"名"是古镇旅游品牌价值最重要的维度,"美"其次,"食"排名第三,"古"排名第四,"奇"排名第五,"娱"排名第六。结合结论分析了6个维度与古镇旅游品牌价值的关系。
The research tourist brand value of ancient town has a strategic significance for the development of ancient town tourism. The paper used gray correlation to analyze the tourist brand value of ancient town from the perspective of six dimensions of "beauty","fame","ancient ","food","peculiar"and "entertainment",and concluded the associate degree of ancient town's tourism value. The"fame"is the most important dimension,and the"beauty"is the second,and the"food"is third and the "ancient"is fourth,and "peculiar"is the fifth,and "entertainment"is the sixth. Combine with the conclusion,the relationship between six dimensions and town tourism brand value was analyzed.
The research tourist brand value of ancient town has a strategic significance for the development of ancient town tourism. The paper used gray correlation to analyze the tourist brand value of ancient town from the perspective of six dimensions of "beauty","fame","ancient ","food","peculiar"and "entertainment",and concluded the associate degree of ancient town's tourism value. The"fame"is the most important dimension,and the"beauty"is the second,and the"food"is third and the "ancient"is fourth,and "peculiar"is the fifth,and "entertainment"is the sixth. Combine with the conclusion,the relationship between six dimensions and town tourism brand value was analyzed.
引文
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[9]曲颖,李天元.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[J].旅游学刊,2008,12(1):30-35.
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[12]丁建新,邢亚楠,金浩.基于灰色关联分析法的商业银行网点选址研究[J].浙江金融,2012,12(1):50-53.
[13]重庆旅游局办公室.重庆市2014年国庆节假日旅游综述[EB/OL].[2014-10-07](2015-05-09).http://www.cq.gov.cn/publicinfo/web/views/Show!detail.action?sid=3928166.
[2]徐胜兰.重庆武隆喀斯特世界自然遗产旅游品牌价值与运营[J].安徽农业科学,2009,37(10):4798-4799.
[3]朱瑞平.地质公园旅游品牌价值研究[J].市场论坛,2011,83(2):82-85.
[4]张树俊.论旅游中的文化嫁接、设计及其责任——以“泰州水城慢生活”旅游项目推进为例[J].重庆三峡学院学报,2014(2):32-36.
[5]KELLER K L,RUSSELL.Conceptualizing measuring and managing customer-based equity[J].Journal of marketing,1993,57(2):1-22.
[6]CONTH J.Conference reports:branding tourism destinations[J].Annals of tourism research,1998,25(3):758-760.
[7]DUNAE K,BLAINE B.The brand science guide for destination RFPsn[J].Brand strategy,2004(3):15-20.
[8]郭英之.旅游目的地的品牌营销[J].旅游学刊,2006,12(7):9-10.
[9]曲颖,李天元.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[J].旅游学刊,2008,12(1):30-35.
[10]袁明达.“凤凰古城”旅游目的地品牌营销研究[J].西昌学院学报,2010,22(3):88-91.
[11]王爽爽,穆楠.2013寻找中国最美村镇——重庆磁器口古镇[EB/OL].[2013-06-05](2015-05-09).http://www.iqilu.com/html/dt_jj/dongtai/2013/0620/1571103.shtml.
[12]丁建新,邢亚楠,金浩.基于灰色关联分析法的商业银行网点选址研究[J].浙江金融,2012,12(1):50-53.
[13]重庆旅游局办公室.重庆市2014年国庆节假日旅游综述[EB/OL].[2014-10-07](2015-05-09).http://www.cq.gov.cn/publicinfo/web/views/Show!detail.action?sid=3928166.