How to tap tourism resources? Positioning tourism image?

Three elements of tourism theme image positioning

The positioning of tourism theme image is to establish the unique image style of the region in the public mind through the service object and publicity control of the target market. Philip kotler, a famous American marketing expert, gave a systematic and standardized description of the positioning theory. He pointed out: Positioning is to establish an organizational image, design valuable products and behaviors, and let customers in market segments know and understand the difference between their own organizations and competitors. The difference of image positioning is determined by the following three factors:

1. Subject personality

Subject personality, that is, the quality personality and value personality of the subject in tourist areas, refers to the unique style of the quality and value connotation of tourism enterprises, organizations or tourism products. Image positioning must be based on the existing characteristics of the main body, fully tap the characteristics of natural tourism resources and humanistic background (context) in this area, and refine it into a unique selling point or image promotion foothold in this area.

2. Communication tools

Communication refers to the channels and means to convey the subject's personality to the target audience effectively and accurately. If the subject's personality can't be effectively conveyed, the audience can't feel and recognize its connotation. The main modes of communication are marketing promotion, advertising and public relations planning. Although some tourist destinations do not have obvious advantages in theme personalization and characteristics, they can also create outstanding and distinctive regional images through well-designed communication channels and methods.

3. Audience cognition

After the subject's personality identity and effective communication methods are used, the measure to truly achieve image positioning is the audience's cognition. The so-called audience cognition refers to the degree to which the tourism theme image is known and felt by the target audience.

The effect of tourism theme can be discussed through perceptual image analysis. The measurement methods of tourism perceived image can be roughly divided into two categories, one is structured measurement method, and the other is unstructured measurement method. Although unstructured image measurement can fully understand tourists' perception factors and attributes, the analysis method still stays at the level of general frequency statistics, proportion analysis and ranking, which is of little significance to the analysis of tourists' image perception characteristics and the image optimization of tourist destinations. The introduction of other methods such as content analysis into the study of perceived image can effectively improve the unstructured measurement effect of perceived image and provide more sufficient information for the study of tourism theme positioning.