认知心理的旅游地品牌培育对策

旅游者获得信息、萌生游意、作出决策,直至获得游后体验的过程,实际上就是在心理上对旅游地形成认知、产生联想、心生赞誉,最终建立品牌忠诚的过程。基于这一心理认知机制,旅游地品牌的培育必须增强信息刺激,扩大旅游地品牌的知名度;创设情境空间,拓展旅游地品牌的联想度;强化品质观念,提高旅游地品牌的美誉度;做好价值营销,增强旅游地品牌的忠诚度。

Construction of Tourist Destination Brands based on Cognitive Psychology

The process of getting information,showing the desire to travel,making a decision to visit a destination and having real experience of the travel is,psychologically speaking,to form cognition,stimulate imagination,express commendation and show loyalty.Therefore,destinations should enhance information-based stimulation,extend brand fame,create real situation,arouse brand association,emphasize brand quality,well manage value marketing and deepen brand loyalty.