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旅游目的地品牌战略管理是应对经济全球化的必然趋势,而旅游吸引物(资源和产品)的品牌化是目的地品牌管理的关键性因素。文章通过构建广西壮族自治区特色旅游吸引物评价模型,依据特色旅游品牌化程度分析相应的品牌塑造及定位策略,并探索性地提出对内感召和对外口碑相结合的太极式创意营销策略。
The strategic management of tourism destination brand is the inevitable trend to cope with the economic globalization. And the branding of tourism attraction (resources and products) is the key factor of the destination brand management. By constructing the evaluation model of characteristic tourism attraction in Guangxi Zhuang Autonomous Region and analyzing the corresponding brand building and positioning strategy according to the degree of characteristic tourism brand, the article tentatively put forward the Tai Chi creative marketing strategy that combines inner inspiration and external reputation.