文档介绍：维普资讯
2006年第2期总第88期
文章编号:1003―2398 2006 02―0005―07
旅游地品牌化中的旅游形象与旅游口号
李山’,王铮 L
、地理信息科学教育部重点实验室,上海;
。北京
TOURISM ndAGEAND TOURISM SLOGANBASED ONDESTINATION BRANDING
LIShah ,WANGZheng??
'InformationScience,EastChinaNormalUniversi~ Shanghai,China;
2Poh'cyandManagementInstitute,CAS,Beffing,China
Abstra~:Basedonthedevelopmentofhtetourism destinationbrand,tourism imagenadtourism slogna are
discussednadsomenew pointsofviewraebroughtforwradasfollows:
Firstly,tourism a beclassifiedintomindimage na
slogna,a beclassifiedintoposi―
tionnigslogna nadmraketingslogna,isusedtoexpresstourism expressesmnidim-
-
agenadfocusonhteinnermraketofatourism destination, a alsobeusedtospreadhtetourism destina-
tionmiagenadbuildhtetourism ,fromhtepointofviewoftourism destination
brnad,tourism destinationmiageisnamelytourism destinationbrnadimage,whichisna miportantpartofa
destniationimageplannnigwhichareestab―
lishingqualityguidelnie,,qu~ityguideline
isaimedathteinnermraket,marketingmi ageisamiedathteoutermraket,whereasmnidimageiSmainiy
,tourism destniationbrnadisaladderofthree
steps,whichraeattribute,benefit, slogna isna miportnatwaytobuildtourism ―
destniationbrnad,niwhichpositionnigsloganspreadshteattributeofatourism destinationbrnadnadmraket-
nigslogna spreadshtebenefitnadvalueofatourism classi-
caltourismslognastoenrichthemeaningofatourismdestinationbrnad,Weshouldjumpoutofhteeyeshot
oftourismresource destniationattribute nadconsi