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通过现场调查,从旅游品牌形象认知因素和情感因素两方面着手来分析游客对衡阳旅游品牌的印象,并在此基础上,提出可以借助高铁这一交通载体来进行符合衡阳实际的营销策略。
Through on-the-spot investigation, this paper analyzes the tourists’ impression of Hengyang tourism brand from the cognitive and emotional factors of tourism brand image. On the basis of this, it puts forward that we can use the high-speed rail as the transportation carrier to carry out Hengyang’s actual marketing strategy.