摘要
城市旅游品牌形象塑造的成功与否直接关系着一个城市旅游发展的成熟性和持续性,也是检验一个城市旅游产业发展水平的重要因素之一.在目前城市旅游快速发展和竞争日益激烈的背景下,这一因素在很大程度上影响着一个城市旅游发展的速度和趋势.本文以分析调查问卷结果为主线,简要阐述了南阳城市旅游品牌形象塑造的现状和存在的问题.调查结果显示,南阳城市旅游品牌形象定位概念模糊,知名度和美誉度欠缺,外来游客对南阳城市旅游品牌形象认知度低和情感维系脆弱,忠诚度群体未形成.这些问题制约着南阳旅游形象的培育和提升.
The success of tourism image is directly related to maturity and sustainability of tourism development of a city,it is a very important standard to test the level of development of the tourism industry of a city,affecting the direction and height of tourism development of a city.The main line of this article is to analyze the questionnaire results,it described the current situation and existing problems of tourism image of Nanyang city.The survey results show that the lack of maturity of the tourism image of Nanyang city,positioning is not clear,tourism image,reputation and propaganda is weak,these problems that restrict the Nanyang tourism image of nurture and enhance.
出处
《南阳师范学院学报》
CAS
2012年第3期79-82,共4页
Journal of Nanyang Normal University
基金
河南教育厅人文社科研究项目(2011-zx-066)
关键词
南阳
城市旅游
品牌形象
调查问卷
Nanyang
city tourism
brand image
the questionnaire
