丹东旅游景区品牌形象发展调查研究
摘 要
旅游景区是旅游业的核心要素，也是旅游业的重要组成部分。旅游景区品牌形象塑造的成功与否,将直接影响着旅游景区的魅力和吸引力,进而影响着旅游景区所在地的发展和前景。实施旅游景区品牌形象发展具有重要的意义，从旅游景区的角度上讲，可以节省旅游景区的经营成本，增强旅游景区的市场竞争力；从旅游者的角度上讲，可以减少旅游者的采购成本，提升旅游者的价值体验。
丹东地区凭借优越的地理位置，丰富的旅游资源，稳定的客源基础成为了辽宁省重点建设的旅游城市之一，但是在旅游景区品牌形象的塑造上还存在很多问题，丹东旅游景区在品牌形象的建设上缺乏规划和调研，定位脱离实际，开发缺乏创新理念。在管理体制上也不完善，缺乏品牌形象系统的维护。在宣传力度上也严重不足。本文在此基础上，提出了丹东旅游景区品牌形象发展的策略：注重旅游景区品牌形象规划和调研，进行正确的市场定位，在发展上坚持不断创新，构建起旅游景区品牌形象的维护系统，并注重旅游景区品牌形象的宣传和推广。本文通过对丹东旅游景区品牌形象发展策略的探析，希望对丹东未来的旅游业发展具有促进意义。
关键词：旅游景区品牌形象 丹东旅游景区 发展策略
Abstract
Tourist attractions is an important part of the core elements of the tourism industry is tourism. The success of the tourist attractions of brand image, and will directly affect the charm and attractiveness of the tourist attractions, thereby affecting the location of development and prospects of the tourist attractions. Implementation of the tourist attractions brand image development of great significance from the perspective of the tourist attractions, tourist attractions can save operating costs, enhance the market competitiveness of the tourist attractions; from the perspective of tourists, tourists can reduce procurement costs to enhance the value of experience of the tourists.Dandong region with excellent geographical location, abundant tourism resources, stable client base to become one of the tourist city of the key construction in Liaoning Province, but there are still many problems on the brand image of tourist attractions, the Dandong tourist attractions in the brand image the construction of a lack of planning and research, positioning away from the actual development of the lack of innovative ideas. In the management system is not perfect, the lack of maintenance of brand image. A serious shortage of propaganda. On this basis, the development strategy of the the Dandong tourist attractions brand image: brand planning and research focus on tourist attractions and the right market position in the development adhere to innovation, and build the brand image of tourist attractions to maintain the system, and focus on publicity and promotion of the brand image of the tourist attractions.Analysis of tourist attractions in Dandong brand image development strategy to promote the significance of hope for the future development of tourism in Dandong.
The Keywords: Tourist attractions brand image; Dandong tourist attractions; Development Strategy
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