旅游提供的是特殊商品服务,绝大多数情况下旅游者距离旅游目的地较远,因此,旅游者选择去哪里就要参考他人的经验以及旅游地的广告。而他人的经验对消费者的影响力往往比广告还要大,因为人们往往更相信与自己亲近的人和其他消费者所传达的信息与评价,所以“口碑”的影响往往具有决定性。口碑的核心是旅游地的品牌,因此,一个深入人心,具有很强号召力的品牌是吸引广大旅游者,并建立旅游地与公众良好公共关系的最先导因素。品牌定位的实质是确定品牌的价值主张,向外部 Tourism offers special merchandise services. In most cases, tourists are far away from their travel destinations. Therefore, tourists should make reference to the experiences of others as well as the advertisements of tourist destinations when choosing where to go. The influence of other people’s experiences on consumers is often greater than that of advertisements because people tend to trust more the information and opinions conveyed by those who are close to themselves and other consumers, so the impact of “word of mouth” is often decisive. The core of word-of-mouth is the brand of tourist destination. Therefore, a deeply rooted and highly motivated brand is the leading factor in attracting tourists and establishing a good public relation between tourist destination and the public. The essence of brand positioning is to determine the value proposition of the brand to the outside