| 旅游景区品牌管理模型研究 |
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| 引用本文： | 朱强华,张振超.旅游景区品牌管理模型研究[J].桂林旅游高等专科学校学报,2004,15(6):27-31. |
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| 作者姓名： | 朱强华 张振超 |
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| 作者单位： | 华东师范大学,商学院,上海,200062 |
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| 摘 要： | 旅游景区是旅游业的核心要素，是旅游产品的主体成分，随着旅游业对外开放和市场竞争的日益加剧，研究景区的品牌管理具有重要的理论意义和应用价值。在综述了国内外对旅游品牌研究成果的基础上，从景区企业的角度，初步探讨了品牌管理模型的构建，分析了品牌管理的系统过程。
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| 关 键 词： | 旅游景区 品牌 品牌管理 |
| 文章编号： | 1008-6080(2004)06-0027-05 |
Research on Brand Management Models in the Tourist Attraction |
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| ZHU Qiang-hua,ZHANG Zhen-chao.Research on Brand Management Models in the Tourist Attraction[J].Journal of Guilin Institute of Tourism,2004,15(6):27-31. |
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| Authors: | ZHU Qiang-hua ZHANG Zhen-chao |
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| Abstract: | The tourist attraction is the core element of the tourism industry, as well as the main part of the tourist products. With the further opening up of the tourism industry, the competition in this industry is getting more and more intense, so it has great significance to study the brand management of tourist attraction both in theory and in practice. Drawing on works of prominent branding scholars, the paper studies the model of the brand management from the viewpoint of developers of the tourist attraction. |
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| Keywords: | tourist attraction brand brand management |
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