事件塑造旅游目的地品牌个性的机理——基于“张家界现象”的案例研究

事件营销是旅游目的地品牌个性塑造的有效手段，它的基本路径是：独特资源→事件展示→个性提炼→资源匹配→品牌体验，通过循环强化和延伸发展逐渐形成旅游目的地品牌个性。事件的创新性、国际性、持续性保障了公众对旅游目的地品牌的高关注度，事件的主题性、情节性、匹配性、融合性保障了公众对旅游目的地品牌的高卷入度，这些特性是事件塑造旅游目的地品牌个性的前提。

Research on the Mechanism of Event Marketing in Building Tourism Destination Brand Personality：A Case Study in Zhangjiajie City

Event marketing is one of the effective means to build tourism destination brand personality,which follows the basic path of unique resources→event marketing→abstracting the personality→matching resources→brand experience,in a way of intensified circulation and continuous development.The attention degree to the tourism destination brand is depended on the event innovation,internationality,persistence,and the involvement of the public,the theme,plot,compatibility,and amalgamation being the focus of the public.All these features are the preconditions of event marketing in building tourism destination brand personality.