【摘要】： 隨著社會(huì)的發(fā)展,旅游業(yè)已成為全球經(jīng)濟(jì)發(fā)展勢(shì)頭最強(qiáng)勁和規(guī)模最大的產(chǎn)業(yè)之一。旅游業(yè)在城市經(jīng)濟(jì)發(fā)展中的產(chǎn)業(yè)地位和經(jīng)濟(jì)作用逐步增強(qiáng),對(duì)城市經(jīng)濟(jì)的拉動(dòng)性、社會(huì)就業(yè)的帶動(dòng)力以及對(duì)文化與環(huán)境的促進(jìn)作用日益顯現(xiàn)。在競(jìng)爭(zhēng)日趨激烈的旅游市場(chǎng)上,越來(lái)越多的旅游目的地采用品牌化技術(shù)來(lái)塑造旅游地品牌,旅游目的地品牌塑造尤其是城市旅游品牌的建設(shè)己成為旅游管理研究的一個(gè)熱點(diǎn)。 對(duì)城市旅游品牌的建設(shè)情況進(jìn)行科學(xué)的評(píng)價(jià)是城市旅游品牌經(jīng)營(yíng)的重要內(nèi)容。本研究以城市旅游品牌建設(shè)為研究對(duì)象,以品牌學(xué)理論為指導(dǎo),通過對(duì)城市旅游品牌建設(shè)文獻(xiàn)的研讀,構(gòu)建城市旅游品牌建設(shè)評(píng)價(jià)指標(biāo)體系,運(yùn)用該指標(biāo)體系對(duì)城市旅游品牌建設(shè)進(jìn)行測(cè)度與評(píng)價(jià),探索城市旅游品牌建設(shè)的關(guān)鍵因素和薄弱環(huán)節(jié),為城市旅游經(jīng)營(yíng)者塑造、經(jīng)營(yíng)和管理城市旅游品牌提供指導(dǎo)和借鑒。 本研究首先對(duì)城市旅游品牌建設(shè)的相關(guān)文獻(xiàn)進(jìn)行了研讀,分析了城市旅游品牌的內(nèi)涵和特點(diǎn),歸納了城市旅游品牌建設(shè)的主要步驟和內(nèi)容,構(gòu)建了以品牌定位、品牌開發(fā)、品牌營(yíng)銷和品牌管理四大塊內(nèi)容為核心的城市旅游品牌建設(shè)系統(tǒng),識(shí)別各子系統(tǒng)的影響因素,并將城市旅游品牌建設(shè)評(píng)價(jià)體系劃分為品牌定位系統(tǒng)、品牌構(gòu)成要素系統(tǒng)、品牌營(yíng)銷績(jī)效系統(tǒng)和品牌管理評(píng)價(jià)四個(gè)子系統(tǒng)。分析不同系統(tǒng)的主要內(nèi)容,構(gòu)建城市旅游品牌建設(shè)評(píng)估體系。并以“浪漫之都”大連為案例,對(duì)大連旅游品牌建設(shè)進(jìn)行評(píng)價(jià),探索大連“浪漫之都”旅游品牌建設(shè)存在的主要問題,為大連城市旅游品牌的經(jīng)營(yíng)和管理提出相應(yīng)的對(duì)策和建議。
[Abstract]:With the development of society, tourism has become one of the strongest and largest industries in the global economy. The industrial status and economic role of tourism in the development of urban economy are gradually enhanced, and the pull on urban economy, the driving force of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more tourism destinations use brand technology to shape the brand of tourism destination, especially the construction of urban tourism brand has become a hot spot in the research of tourism management. Scientific evaluation of urban tourism brand construction is an important part of urban tourism brand management. This research takes the urban tourism brand construction as the research object, takes the brand science theory as the instruction, through the reading to the city tourism brand construction literature, constructs the city tourism brand construction appraisal index system. The index system is used to measure and evaluate the urban tourism brand construction, to explore the key factors and weak links of the urban tourism brand construction, and to provide guidance and reference for the urban tourism operators to shape, manage and manage the urban tourism brand. Firstly, this paper studies the related documents of urban tourism brand construction, analyzes the connotation and characteristics of urban tourism brand, summarizes the main steps and contents of urban tourism brand construction, and constructs the brand positioning and brand development. The four parts of brand marketing and brand management are the core of the urban tourism brand building system, which identifies the influencing factors of each subsystem, and divides the evaluation system of urban tourism brand construction into brand positioning system and brand component elements system. Brand marketing performance system and brand management evaluation four subsystems. The main contents of different systems are analyzed and the evaluation system of urban tourism brand construction is constructed. Taking "romantic capital" Dalian as an example, this paper evaluates the tourism brand construction in Dalian, and explores the main problems in the tourism brand construction of "romantic capital" in Dalian. Put forward the corresponding countermeasure and suggestion for the management and management of Dalian city tourism brand.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F590

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1 武麗慧;城市旅游品牌建設(shè)評(píng)價(jià)研究[D];大連理工大學(xué);2009年

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3 周鵬飛;旅游房地產(chǎn)與城市旅游發(fā)展互動(dòng)研究[D];華中師范大學(xué);2008年

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本文編號(hào)：2283040