摘要
本文以张家界为案例,探讨了旅游目的定位与信息感知契合角度下对品牌资产形成的影响。研究发现,单一型定位策略及高契合度信息沟通有利于品牌资产积累,且游客的先验知识和国家形象也至关重要。据此,提出以下管理建议:一是深入研究旅游目的地类型策略,避免盲目多元化定位;二是运用IMC理论,确保与游客沟通时信息在全渠道、全媒体上的一致性;三是积极塑造国家形象,加强目的地宣传,以促进国内旅游目的地品牌资产的形成。
This paper takes Zhangjiajie as a case study to explore the impact of the alignment between destination positioning and information perception on the formation of brand assets in tourism.The research finds that a singular positioning strategy and high alignment of information communication are conducive to the accumulation of brand assets,and the prior knowledge of tourists and the national image are also of great importance.Based on these findings,the following management recommendations are proposed:First,conduct in-depth research on the types of tourism destination strategies to avoid blind diversification of positioning;second,apply the Integrated Marketing Communications(IMC)theory to ensure the consistency of information across all channels and media when communicating with tourists;third,actively shape the national image and strengthen destination promotion to facilitate the formation of brand assets for domestic tourism destinations.
作者
刘元兵
Liu Yuanbing(Hunan University of Arts and Science,Changde,Hunan 415000)
出处
《中国资产评估》
2025年第7期56-66,共11页
Appraisal Journal of China
基金
湖南文理学院博士启动基金项目“乡村振兴背景下的地理标志品牌构建及协同机制研究”资助(项目编号22BSQD31)。
关键词
旅游目的地
品牌资产
IMC
信息契合
定位
Tourism destination
Brand equity
IMC
Information consistency
Positioning
