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在旅游市场竞争日益激烈的环境下,目的地定位的重要性愈加突出。然而,当前国内目的地定位普遍遵循一种以识别自身优势属性为核心的运作模式,忽略市场感知和需求规律。本文引荐普洛格的心理类型定位法,即根据目的地生命周期与主流访客心理特征的关联性,将定位着眼于初期目标市场甄选,通过瞄准冒险倾向较强的理想细分市场促成游客量的激增。文章详细阐释了该方法的理论基础和逻辑脉络,并以瑞士案例作为实例解析。
In the increasingly competitive environment in the tourism market, the importance of destination positioning becomes more and more prominent. However, current domestic destination positioning generally follows a mode of operation that focuses on identifying its own advantages and neglects the market perception and demand laws. In this paper, we introduce ProLog’s psychological type location method, that is, according to the relationship between the destination life cycle and the mainstream visitor’s psychological characteristics, we will focus on the selection of the initial target market, and make tourists more attractive by targeting the ideal segment with strong risk-taking tendency Surge. The article explains in detail the theoretical basis and logical context of the method, and analyzes the Swiss case as an example.