谢 红,张 莹.乡愁诉求视角下乡村旅游品牌文化建设——以安徽歙县许村为例[J].重庆文理学院学报,2019,38(4):1-8.
乡愁诉求视角下乡村旅游品牌文化建设——以安徽歙县许村为例
The Construction of Rural Tourism Brand Culture in Pursuit of Homesickness: Take Xu Village of Shexian County in Anhui Province as an Example
  
DOI:
中文关键词:  乡愁;乡村旅游品牌;品牌文化;歙县许村
英文关键词:homesickness; rural tourism brand; brand culture; Xu village of Shexian county
基金项目:安徽省哲学社会科学规划项目“乡愁文化视角下安徽旅游小镇品牌建设研究”(AHSKY2018D08)
作者单位
谢 红 安徽财经大学 工商管理学院, 安徽 蚌埠 233030 
张 莹 安徽财经大学 工商管理学院, 安徽 蚌埠 233030 
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中文摘要:
      为了推动乡村旅游的品牌化发展,从乡愁诉求的视角探讨在乡村旅游品牌文化建设中出现的问题,主要表现为忽视旅游者核心情感诉求、建设模式同质化严重、文化内涵缺失。以安徽歙县许村为例,分析乡愁情感在乡村旅游品牌文化建设中的作用。从人口特征、客源地、心理需求等方面对许村旅游市场进行细分,对许村可识别的乡愁资源从乡村空间、物质载体和精神文化三个层面进行剖析,并结合乡愁诉求对许村旅游品牌进行定位。然后提出塑造乡愁记忆场所、设计乡愁文化旅游产品、进行品牌体验式营销、建立品牌文化营销意识等方面的具体建议。
英文摘要:
      In order to promote the brand development of rural tourism, the problems in the construction of rural tourism brand culture were explored from the perspective of pursuit of homesickness. The problems are mainly the neglect of tourists’ core emotional pursuit, serious homogeneity of construction mode and the lack of cultural connotation. Taking Xu village of Shexian county in Anhui province as an example, the role of pursuit of homesickness were analyzed in the construction of rural tourism brand culture, and Xu village tourism market were subdivided from the perspective of population, geography and psychology. Xu village identifiable homesickness resources were analyzed from three aspects of rural space, material carrier and spiritual culture, and Xu village tourism brand was positioned in combination with pursuit of homesickness. The suggestions were put forward such as the establishment of homesickness memory sites, the design of homesickness cultural tourism products, the practice of brand experiential marketing and the establishment of brand.
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