浅谈三亚旅游品牌形象的塑造

浅谈3亚旅游品牌形象的塑造

摘要：在当今激烈的旅游市场竞争中，品牌形象塑造已成为旅游目的地占领市场制高点的关键。“形象”使旅游者产生1种追求感，进而驱动旅游者前往。国外的旅游研究表明，旅游目的地形象是吸引旅游者最关键的因素之1。因此，要使旅游目的地可持续发展，保持旺盛的生命力，关键是要树立与维持旅游目的地在旅游者心目中的良好形象。本文分析目前3亚旅游现状及其存在的问题，提出强化3亚旅游品牌形象的迫切性，然后具体阐述如何强化旅游品牌形象；最后，希望通过本文，能给3亚景区品牌形象的塑造1些启示，以共同打造“魅力3亚”。

关键词：品牌形象；品牌形象塑造；3亚旅游品牌形象

Study on the Brand Image Molding of Sanya Scenic area
 
Abstract: In the intense traveling market competition, molding the brand image has become the key point to seize the market commanding." image" causes the tourists have one feeling of pursuing, then actuates to go. The overseas traveling research indicated that, the traveling destination image is one of the essential factors which attracts tourist most. Therefore, we must set up and maintain a good image in peoples mind to ensure the traveling destination develops sustainable and maintains the exuberant vitality. This article has analyzed the present Sanya traveling situation and the existence question, proposed the urgency of strengthens the Sanya traveling brand image, then elaborated how to strengthen the traveling brand image in detail. Finally, I hoped I can give Sanya the scenic area some enlightenment through this article to mold the brand image, to make "charm Sanya" together.

Key words: Brand image; The brand image molds; Sanya traveling brand image （转载自http://www.ＮＳＥＡＣ.com中国科教评价网）