首页 | 本学科首页   官方微博 | 高级检索  
     检索      

试析水休闲旅游品牌开发过程中生态循环感知能力与品牌规划优化策略
引用本文:宋立,肖平.试析水休闲旅游品牌开发过程中生态循环感知能力与品牌规划优化策略[J].生态经济(学术版),2012(8):90-92,111.
作者姓名:宋立  肖平
作者单位:南京旅游职业学院;南京林业大学经济管理学院
基金项目:2011年江苏省普通高校博士研究生科研创新计划项目“基于生态循环理论的城市水休闲旅游规划研究”(CXZZ11_0543)
摘    要:以扬州城区国内外水休闲游客为研究对象,以蜀岗—瘦西湖风景名胜区、古运河游览区、何园和个园为研究样本,采用问卷设计、数据相关性处理、统计信度和因子分析等方法对水休闲旅游品牌的消费群体的生态循环理念感知程度、环境态度感知水平、环境评价感知水平和环境行为模式感知水平进行剖析。结果表明不同属性的消费群体在感知能力方面存在较大差异,并得出生态循环型水休闲旅游品牌规划方案的优化策略。

关 键 词:水休闲旅游  品牌规划  生态循环  感知能力  优化策略

The Analysis on the Eco-Cycle Perception Capability and the Brand Planning’s Optimization Strategy of the Water-Leisure Tourism Brand Development
SONG Li,XIAO Ping.The Analysis on the Eco-Cycle Perception Capability and the Brand Planning’s Optimization Strategy of the Water-Leisure Tourism Brand Development[J].Ecological Economy,2012(8):90-92,111.
Authors:SONG Li  XIAO Ping
Institution:1.Nanjing Institute of Tourism&Hospitality,Nanjing Jiangsu 211100,China; 2.College of Economics and Management,Nanjing Forestry University,Nanjing Jiangsu 210037,China)
Abstract:This paper mainly regards the domestic and foreign water-leisure tourists as the research object,and considers the Shugang-Slender West Lake Scenic Area,the Ancient Canal Scenic Area,Heyuan Garden and Bamboo Garden as the research samples.It analyzes the water-leisure tourism brand’s consumer groups’ eco-cycle concept perception degree,environmental attitude perception level,environmental evaluation perception level and environmental behavior mode perception level by the methods of questionnaire design,data correlation processing,and statistical reliability and factor analysis.The research result shows that there is great difference among the perception capability of different consumer groups,and draws the corresponding optimization strategy of the eco-cycle water leisure tourism brand’s planning program.
Keywords:water leisure tourism  brand planning  eco-cycle  perception capability  optimization strategy
本文献已被 CNKI 等数据库收录!
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号