| 旅游目的地品牌个性塑造探析——以海南为例 |
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| 引用本文： | 吴鸿. 旅游目的地品牌个性塑造探析——以海南为例[J]. 湖南财经高等专科学校学报, 2011, 27(3): 97-100 |
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| 作者姓名： | 吴鸿 |
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| 作者单位： | 海南大学旅游学院,海南海口,570228 |
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| 摘 要： | 个性塑造是旅游目的地品牌营销的核心,是海南国际旅游岛品牌建设中必须解决的重要问题。从旅游目的地品牌个性的相关文献研究入手,分析旅游目的地品牌个性的形成机制,进而讨论海南旅游目的地品牌个性建设的缺陷,探究创建海南旅游目的地品牌鲜明个性的有效途径。
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| 关 键 词： | 区域旅游 旅游目的地 品牌营销 海南 |
An Analysis of Tourism Destination Brand Personality Creation: A Case Study in Hainan |
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| WU Hong. An Analysis of Tourism Destination Brand Personality Creation: A Case Study in Hainan[J]. Journal of Hunan Financial and Economic College, 2011, 27(3): 97-100 |
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| Authors: | WU Hong |
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| Affiliation: | WU Hong (College of Tourism,Hainan University,Haikou Hainan 570228) |
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| Abstract: | Personality is critical to successfully build tourism destination brand.Moreover,the issue will challenge Hainan International Island branding strategy in the future.This article reviews the leterature related to tourism destination brand personality,and analyzes its operation machenism,then explores the obstacle facing Hainan tourism destination in brand personality creation.Also the article gives recommendations on how to effectively enhance brand personality for Hainan tourism destination. |
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| Keywords: | regional tourism tourism destination brand marketing Hainan |
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