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Shenmin Xu. A study on the brand building of cultural ancient capital tourism take Gaogurui Cultural Ancient capital Jian as an example. Master's Degree(Business Administration). Rangsit University Library. : Rangsit University, 2018.
A study on the brand building of cultural ancient capital tourism take Gaogurui Cultural Ancient capital Jian as an example
文化古都旅游业品牌塑造研究 以 高句丽文化古都集安市为例
Name: Shenmin Xu
LCSH:
Branding (Marketing)
-- Case studies
LCSH:
Product management
LCSH:
Heritage tourism
-- Case studies
Abstract:
Chinas economy has continued to grow across all sectors in 21st century,
people's quality of life has improved steadily, and the lifestyle of people has become
more diversified. Among them, travelling has become one of the popular recreational
activities. Tourism development in China has driven the changes in tourist
consumption patterns and promotes economic growth. Brand awareness of a tourist
destination is an important factor in attracting consumers to sightseeing and shopping.
This paper examined the current state of tourism development and the influence of
tourist-based brand equity, and also the problems and shortcomings of the
development plan of promoting tourism-based brand equity for the ancient capital of
Gaogouli in Ji'an city. This paper reviewed key contents about tourism brand equity,
conducted interviews, analyzed the data collected by relevant data analysis and
comparative analysis to study the problems encountered in the process of tourism
brand building of the ancient capital of Gaogouli. Thus, the paper studied the causes of
the corresponding problems and related phenomena by using the internal and external
environment analysis, SWOT analysis and RMP analysis, and thus puts forward
corresponding solutions and improvement measures to the existing problems, and gave
some recommendations to improve the tourism sector of the ancient capital of
Gaogouli in Ji'an city.
Abstract:
21 世纪以来，经济的持续高速发展，人们的生活水平得到稳步改善，生活
方式变得多元化，其中，旅游度假成为了人们提高生活品质、丰富娱乐活动的重
要选项之一，旅游业的发展带动消费模式的转变，拉动经济增长，旅游品牌的知
名度是吸引消费者观光购物的重要因素。
本文通过对高句丽文化古都旅游业的发展状况和旅游品牌的影响力进行简
要论述，研究高句丽文化古都集安市在发展资深旅游品牌、开发相关旅游品
牌项目中所遇到的问题和不足之处加以研究，利用文献研究、走访调查、相关数
据分析和对比分析等研究方法对高句丽文化古都在旅游品牌塑造过程中遇到的
问题进行分析，并根据内外部环境分析、SWOT 分析法和昂普分析模式等，结合
收集的相关数据和资料，研究相应问题和相关现象产生的原因，针对存在的发展
问题和不足提出相应的解决方案和改善措施，加以完善，并根据品牌塑造过程中
的相关发展战略瓶颈问题找到科学、合理的方案。
Rangsit University Library
Address:
Pathumthani
Email:
rattanapornn@rsu.ac.th
Name: Duan Yun Long
Role:
Advisor
Created:
2018
Modified:
2023-03-16
Issued:
2020-01-21
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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ใช้เวลา
0.076642 วินาที
Shenmin Xu
| Title | Contributor | Type |
|---|---|---|
| A study on the brand building of cultural ancient capital tourism take Gaogurui Cultural Ancient capital Jian as an example
มหาวิทยาลัยรังสิต Shenmin Xu | Duan Yun Long | วิทยานิพนธ์/Thesis |
Duan Yun Long