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Position: Home > Articles > Study on the Current Situation and Brand Characteristics of Suqian Tourism Journal of Southwest Forestry University(Natural Sciences) 2019 (2) 36-39

宿迁旅游现状及品牌特征研究

作  者:
吴宪霞;吴宪霞
单  位:
宿迁学院商学院
关键词:
感知;品牌特征;旅游;目的地;宿迁
摘  要:
以江苏宿迁游客为调查对象,设计出旅游目的地品牌特征测量表,用问卷调查游客对宿迁的旅游感知,了解宿迁旅游目的地的品牌特征。分析表明:游客感知的江苏宿迁品牌特征为"闲适"、"质朴"和"知性",根据宿迁的品牌特征,提出宿迁旅游应走"小而美"的路线,并据此开发特征旅游产品,强化"闲适"、"质朴"和"知性"的旅游品牌形象,完善旅游营销策略,全面展示品牌形象的建议。
译  名:
Study on the Current Situation and Brand Characteristics of Suqian Tourism
作  者:
Wu Xianxia;Business School, Suqian College;
关键词:
perception;;brand characteristics;;tourism;;destination;;Suqian
摘  要:
Taking the tourists of Suqian in Jiangsu Province as the object of study, this paper designs a questionnaire to measure the brand characteristics of tourist destinations. The questionnaire is used to investigate the tourists′ perception of Suqian and understand the brand of tourist destinations in Suqian. The analysis shows that the brand characteristics of Suqian in Jiangsu Province perceived by tourists are ′leisure′, ′simplicity′ and ′intellectuality′. According to the brand characteristics of Suqian, it is proposed that Suqian tourism should follow the ′small and beautiful′ route, and develop characteristic tourism products accordingly, strengthen the tourism brand image of ′leisure′, ′simplicity′ and ′intellectuality′, improve tourism marketing strategies, and fully display the brand image.

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