基于游客体验的休闲旅游城市品牌塑造分析——以杭州市为例-analysis on brand building of leisure tourism city based on tourists experience - taking hangzhou city as an example.docxVIP

RESEARCH ON LEISURE TOURISM CITY BRAND-BUILDING BASED ON TOURIST EXPERIENCE——A CASE STUDY OF HANGZHOU ABSTRACTAt the end of 1990s, American scholars Joseph Pine and James Gilmore predicted the coming of the era of experience economy. In the era of experience economy, tourists’ activities have been defined as experiential activities. Today, Chinas tourism industry is products tourism to brand tourism in transition period. Various tourist destinations also have to adapt to the times, and to integrate the advantages of tourism resources, to shape a strong tourism destination brand. Such as Chengdus urban tourism destination brand, Linyis red tourism destination brand City, South of Jiangxi folk culture tourism brand, the ancient town tourism brand in Anhui Province, Beijing Happy Valley theme park brand. As Chinas first batch of excellent tourism city, early in 2001, Hangzhou put forward to make Oriental leisure capital development train of thought. In the era of experience economy, from the tourists experience perspective to research leisure tourism city brand-building have very important significance and practical significance. Can say, based on tourists experience leisure tourism city brand-building process is the tourists to experience the brand process.Based on the impact factors of tourists experience, combine Hangzhou city leisure tourism development the main features as well as the brand s present situation, the impact factors of tourists experience and measurement method is introduced into the tourism destination brand analysis, on one hand, enrich the research content of the tourism experience, on the other hand, leisure tourism citys leisure tourism development and brand-building of inspiration is helpful to the tourism industry in-depth understanding of tourists experience requirements, create a strong city of leisure tourism brand-building, to promote Hangzhou leisure travel healthy, sustainable development.This article uses normative and empirical method