| 论旅游地形象定位法 |
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| 引用本文： | 许刚. 论旅游地形象定位法[J]. 北方经贸, 2007, 0(6): 119-121 |
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| 作者姓名： | 许刚 |
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| 作者单位： | 无锡职业技术学院,旅游教研室,江苏,无锡,214073 |
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| 摘 要： | 目前国内几种有代表性的旅游地形象定位方法论,根据旅游地与旅游者之间的关系,把旅游地作为旅游消费对象分为三个层面:资源层面、功能层面、理念层面。旅游地形象定位除了要考虑旅游地与旅游者之间的关系,还有旅游地与其竞争者(其他旅游地)之间的关系;完整、有效的形象定位法是层面定位和竞争定位结合起来的层面——竞争定位法。
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| 关 键 词： | 竞争定住法 原型定位法 具体、抽象定位法 资源/利益定位法 层面——竞争定位法 |
| 文章编号： | 1005-913X（2007）06-0119-03 |
| 收稿时间： | 2007-04-23 |
| 修稿时间： | 2007-04-23 |
DEALING WITH THE METHOD OF IMAGE POSITIONING OF A TOURIST DESTINATION |
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| XU Gang. DEALING WITH THE METHOD OF IMAGE POSITIONING OF A TOURIST DESTINATION[J]. Northern Economy and Trade, 2007, 0(6): 119-121 |
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| Authors: | XU Gang |
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| Affiliation: | Tourism Teaching and Research Section, Wuxi Institute of Technology, Wuxi, China, 214073 |
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| Abstract: | This paper summarizes several typical methods of image positioning of a tourist destination in China at pres- ent. According to the relationship between a destination and its tourists, the destination, as a consumed object, can be divided into three stratums: resource stratum, function stratum and idea stratum. The paper advances a new theory of image positioning based on the three stratums. It points out that, besides the relationship between a destination and its tourists, the relationship between a destination and its competitors(other tourist destinations)is another decisive factor in image positioning, and a complete and effective method of image positioning is the method of stratum-competition positioning that combines stratum po- sitioning with competifion positioning. |
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| Keywords: | competition positioning prototype positioning concrete, abstract positioning resource / benefit positioning stratum-competition positioning |
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