湖北文理学院学报2017，Vol.38Issue(2)：58-62,5.
基于游客网络点评的皖西旅游目的地品牌个性化研究
Brand Personality of West Anhui Tourism Destination Based on the Tourist Network Reviews
摘要
Abstract
Taking brand personality of west Anhui tourism as the research object, using travel notes and travel reviews as data sources, through the questionnaire survey and exploratory factor analysis method, it made a study.The research results show that west Anhui tourism is of four dimensions of brand personality: original ecology, elegance, leisure and braveness.Accordingly, we should pay much attention to brand positioning, brand image-building, product design and brand marketing, to improve the tourism brand competitive advantage and enhance the core competitiveness of the tourism destination.关键词
旅游目的地/旅游品牌/皖西地区/网络点评Key words
tourism destination/tourism brand/west Anhui/network reviews分类
管理科学引用本文复制引用
余佳华,黄润..基于游客网络点评的皖西旅游目的地品牌个性化研究[J].湖北文理学院学报,2017,38(2):58-62,5.基金项目
安徽省质量工程项目(2014zy057) （2014zy057）
皖西学院人文社科研究项目(WXSK1527) （WXSK1527）
皖西学院质量工程项目(2014xq02) （2014xq02）
