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淺談三亞旅游品牌形象的塑造
畢業(yè)論文
淺談3亞旅游品牌形象的塑造
摘要：在當今激烈的旅游市場競爭中，品牌形象塑造已成為旅游目的地占領(lǐng)市場制高點的關(guān)鍵。“形象”使旅游者產(chǎn)生1種追求感，進而驅(qū)動旅游者前往。國外的旅游研究表明，旅游目的地形象是吸引旅游者最關(guān)鍵的因素之1。因此，要使旅游目的地可持續(xù)發(fā)展，保持旺盛的生命力，關(guān)鍵是要樹立與維持旅游目的地在旅游者心目中的良好形象。本文分析目前3亞旅游現(xiàn)狀及其存在的問題，提出強化3亞旅游品牌形象的迫切性，然后具體闡述如何強化旅游品牌形象；最后，希望通過本文，能給3亞景區(qū)品牌形象的塑造1些啟示，以共同打造“魅力3亞”。
關(guān)鍵詞：品牌形象；品牌形象塑造；3亞旅游品牌形象
Study on the Brand Image Molding of Sanya Scenic area
Abstract: In the intense traveling market competition, molding the brand image has become the key point to seize the market commanding." image" causes the tourists have one feeling of pursuing, then actuates to go. The overseas traveling research indicated that, the traveling destination image is one of the essential factors which attracts tourist most. Therefore, we must set up and maintain a good image in peoples mind to ensure the traveling destination develops sustainable and maintains the exuberant vitality. This article has analyzed the present Sanya traveling situation and the existence question, proposed the urgency of strengthens the Sanya traveling brand image, then elaborated how to strengthen the traveling brand image in detail. Finally, I hoped I can give Sanya the scenic area some enlightenment through this article to mold the brand image, to make "charm Sanya" together.
Key words: Brand image; The brand image molds; Sanya traveling brand image
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