皖南古村落旅游品牌的差异化定位思考——以宏村、西递、龙川为例

doi:10.11885/j.issn.1674-5094.2020.07.20.04

西南石油大学学报(社会科学版) ›› 2021, Vol. 23 ›› Issue (1): 45-52.DOI: 10.11885/j.issn.1674-5094.2020.07.20.04

皖南古村落旅游品牌的差异化定位思考——以宏村、西递、龙川为例

汤云云, 潘立新, 王钦安

滁州学院地理信息与旅游学院, 安徽滁州 239000

收稿日期:2020-07-20 发布日期:2021-01-16
作者简介:汤云云(1989-),女(汉族),安徽宣城人,讲师,硕士,研究方向:乡村旅游、旅游地理与旅游管理。
基金资助:
安徽省高校人文社会科学研究重点项目“品牌个性视角下皖南古村落旅游地品牌差异化定位研究”（SK2019A0448）；安徽省哲学社会科学规划项目“基于众源数据的安徽省乡村旅游客源情感特征研究”（AHSKY2018D19）。

Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality

TANG Yunyun, PAN Lixin, WANG Qin'an

Geographic Information and Tourism College, Chuzhou University, Chuzhou Anhui, 239000, China

Received:2020-07-20 Published:2021-01-16

摘要/Abstract

摘要： 当前，旅游业进入了目的地竞争时代，品牌化成为目的地营销者的利器。基于品牌个性理论，选取皖南地区的宏村、西递、龙川三个代表性古村落为案例地，采用内容分析法、比较分析法，探讨位于同一区域、旅游吸引物相似、互相竞争的古村落旅游地品牌个性的异同，结果表明：在投射品牌个性方面，宏村的投射品牌个性特征更为多元丰富，而西递与龙川的投射个性更为聚焦。同时，将投射品牌个性与已有感知品牌个性研究成果进行比较，发现宏村品牌个性的一致性程度最高，西递次之，龙川一致性最低。鉴于宏村、西递、龙川的投射品牌个性与感知品牌个性各有偏重，旅游目的地营销也需要实施具有针对性的差异化定位策略。

关键词: 古村落, 旅游地, 投射品牌个性, 感知品牌个性, 差异化定位

Abstract: Based on the theory of brand personality，we did a case study of the three representative ancient villages—Hongcun， Xidi and Longchuan in Southern Anhui province， using content analysis and comparative analysis to explore the similarities and differences of tourism brand personality among the three competing villages located in the same area， with similar tourist attractions. The results show that Hongcun's brand personality projection is more diversified， and Xidi and Longchuan's are more focused. A comparison between the projected brand personality and the perceived brand personality by referring to related researches reveals that the consistency degree of the three ancient villages' projected personality and perceived personality is different，with Hongcun of the highest consistency，and Longchuan the lowest. As the emphases on brand personality projection differ among the three villages， and the perception of brand personality diversified， we suggest the destination marketing be done according to positioning differentiation strategy.

Key words: ancient villages, tourist destination, projected brand personality, perceived brand personality, positioning differentiation

中图分类号:

F590

汤云云, 潘立新, 王钦安. 皖南古村落旅游品牌的差异化定位思考——以宏村、西递、龙川为例[J]. 西南石油大学学报(社会科学版), 2021, 23(1): 45-52.

TANG Yunyun, PAN Lixin, WANG Qin'an. Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2021, 23(1): 45-52.

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皖南古村落旅游品牌的差异化定位思考——以宏村、西递、龙川为例

Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality

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