基于游客感知的休闲旅游城市品牌营销评价体系分析-analysis on evaluation system of leisure tourism city brand marketing based on tourists perception.docxVIP

AbstractIn the booming period of tourism industry, city played an important role in the process of whole tourism activities--linking and supporting. More and more city managers pay attention to the city brand marketing, in the process of the development of urban tourism. How to carry out the marketing behavior, become the focus of the city brand marketing thinking. With the improvement of peoples living standard, recreational activities have become one of the characteristics of urban tourism. In the leisure as the main brand positioning of the city, how to accurately evaluate brand marketing’s effect, support and fix the governments brand marketing activities; How to promoting tourism development, achieving economies of scale, measuring marketing effect become government brand construction problem to be solved. Leisure tourism is more and more popular, at the same time the construction of leisure tourism city of the research is also increasing. The study need two aspects to evaluate leisure tourism city brand marketing, theory and implementation method.In the past study of tourism marketing assessment, generally contains a tourism marketing performance evaluation, performance evaluation of marketing, tourism service quality satisfaction assessment evaluation, etc. First of all in this paper, researching the related literature and theoretical analysis, summed up the leisure tourism city brand marketing evaluation of factor index. From brand building, brand communication to brand management, three layer system to evaluate brand marketing. The system carries on the elaborated from brand positioning, brand building, brand design, brand extension, brand crisis management etc. In-depth evaluation, were collected 33 indicators elements. Secondly, through the analysis of evaluation factors, proposed the complete tourist perception of leisure tourism city brand marketing evaluation system. The results will be divided into five layers. And then take Hangzhou as an example for