摘要
海口作为一个新兴的会奖旅游城市,其知名度与美誉度日益提高,品牌化形象逐步建立。本文在结合海口的会奖旅游现状、资源和环境等各种综合影响因素,从目的地品牌化的内涵出发,提出了海口会奖旅游目的地品牌化建设的实施路径在于:目的地进行形象设计与塑造,准确定位品牌;设计会奖旅游产品,提供优质服务;构建海口的城市会奖旅游目的地营销系统;实施精细化、精算化、精英化的"三精"品牌营销战略。
Haikou, as a newly-built MICE tourism city, has gained fame and good reputation, thus gradually establishing its brand image. Referring to the various comprehensive factors such as its present situation, resources, and environment, and starting with the implication of the destination brand, this paper provides Haikou MICE tourism destination brand construction path selection：designs and builds the destination image, accurately positions the brands ;designs the MICE tourism prod- ucts and offers the quality services so as to achieve successful construction of Haikou city MICE tourism marketing system; conducts the detailed, actuarial and meritocratic （DAM） brand marketing strategy
出处
《企业经济》
北大核心
2015年第10期141-147,共7页
Enterprise Economy
基金
海南省自然科学基金项目"产业融合背景下海南文化旅游产业发展模式及绩效评价研究"(批准号:714274)
海南大学科研启动基金项目"中国会奖旅游发展模式研究"(批准号:hdkyqd1305)
关键词
会奖旅游
目的地
品牌化
路径选择
MICE tourism
destination
brand construction, path selection
