This study is the question of the expansion of China's outbound tourism market and the relative stagnation of the domestic tourism market. The purpose of this study is to improve the domestic tourism stagnation status through the "city tourism brandin... This study is the question of the expansion of China's outbound tourism market and the relative stagnation of the domestic tourism market. The purpose of this study is to improve the domestic tourism stagnation status through the "city tourism branding" of the Chinese tourism market. The phenomenon of stagnation in the domestic tourism market in China will be improved through the city's unique tourism brand identity and tourism brand image. Therefore, in the 20 cities with the largest number of tourists in China, There are three cities, Qingdao, Dalian and Tianjin, which are similar in city environment, geographical location and tourist city status as the research object. By analyzing the three Municipal Government Tourist Bureau, that is, to grasp the DMO tourism brand identity, so as to grasp the understanding of Chinese tourists. In other words, in the regional broadcast, DMO websites, regional newss and other channels, the DMO website as a research object to analyze the various cities in China made the city brand identities. The results show that the tourism brand strategy of each city has little difference and negative status in the six brand identity areas. Can be considered that this is the Chinese tourism market in the concept of city tourism brandings' understanding is not enough. This study also discusses the differences of city tourism brand image among the three cities. Overall, Dalians' city tourism brand image evaluation than the other two cities are relatively high. Chinese tourists are more positive about the city brand image of Dalian, while Qingdao is the opposite. Especially in the Chinese tourists to three cities tourism brand image and the city's DMO city tourism brand identity of the analysis results only in a few specific areas of the corresponding. This is because the Chinese tourists to the city of Dalian, Qingdao, Tianjin, the city brand identity and the city brand image of the understanding are "coastal city", "health city" and " historical city". Actually in the three cities Dalian tourism brand image for the most positive, but also shows that the understanding of the remaining two cities is not much difference, and before the city tourism branding strategy of the field of analysis of the results did not correspond so much. Based on the results of this study, we find that, like these three cities, DMO organizations in China are still deficient in terms of the characteristics of different cities and differentiated tourism brand identities. And Chinese tourists on the domestic city of concern and loyalty are also very low. Therefore, the Chinese city government, DMO organizations should continue to strengthen the management and preparation of management programs.
本研究是对中国出境观光市场的扩大,国内观光市场相对停滞的现状所提出的问题。 本研究的目的是通过中国观光... 本研究是对中国出境观光市场的扩大,国内观光市场相对停滞的现状所提出的问题。 本研究的目的是通过中国观光市场的活性化方案“城市观光品牌化” 来改善国内观光停滞现状的问题。通过各城市将自己独特的观光品牌特性、观光品牌形象展示出来的话, 最近的中国国内观光市场停滞的现象将得以改善。 因此,本研究在中国国内游客数最多的20个城市中,将城市环境，韩语论文，地理位置，及旅游城市地位相似的的3个城市,青岛市、大连市、天津市作为研究对象，韩语毕业论文，通过略论3个城市政府观光局,即掌握DMO观光品牌特性,从而把握中国游客的认识。也就是说,在地区广播、DMO网站,地区报刊等渠道中,将 DMO网站作为研究对象来略论中国各个城市提出的城市品牌特性。 研究略论结果显示,各城市观光品牌战略在6个品牌特性领域差别小，状态消极。 可以认为这是中国旅游市场在城市观光品牌化的概念理解不够。 本研究也讨论了3个城市的城市观光品牌形象的认识差异。 总体上,大连市的城市观光品牌形象评价比其他两个城市相对较高。中国游客对大连市的认识比较积极，而青岛则相反。 特别是在中国游客对 3个城市的观光品牌形象的认识和各城市的DMO提出的城市观光品牌特性的略论结果只在少数特定领域相对应。 这是因为中国游客对大连市，青岛市,天津市的品牌特性和形象的认识都是“沿海城市”、“疗养城市”、“历史城市”的原因。实际上,3个城市中,对于大连市观光品牌形象的认识最积极,也说明对于剩下的两个城市的认识差异不大，并且与之前城市观光品牌化战略领域的略论结果没有大的对应。 我们以这样的研究结果为基础,得出像这三个城市一样, 中国各地DMO组织对于各城市特色，差别化的观光品牌特性的提出和宣传方面仍有不足。并且中国游客对国内城市的关心度和忠诚度也很低。 因此,中国城市政府，DMO组织应该持续加强管理和准备管理方案。
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