导　　师： 张伟强

学科专业： 120203

授予学位： 硕士

作　　者： ;

机构地区： 广东财经大学

摘　　要： 在经济高度发达的今天，品牌已经成为了一个商品成功的必要条件，不管是实物商品还是服务商品都需要品牌，一个成功的品牌可以给企业带来超额的价值，也给消费者提供附加价值。旅游业作为服务行业更加需要品牌来引导人们的消费。番禺地区是广州的新城区，近些年来旅游业发展迅速，光是被人们熟知的景点就有二十多个，吸引了来自珠三角的众多游客。作为珠三角经济圈的主要旅游景点，它的发展承载着都市人的需求，对其进行研究能够帮助我们了解都市新城区的旅游发展特性，帮助它更好的发挥其价值。 本文利用实证的方法对番禺地区的旅游进行研究，研究的问题是番禺区游客对其旅游品牌形象的认知。本文对旅游的人口统计学特征和游览的时间地点进行细分，分析他们对于游客认知形象是否有显著影响，结果证明，游客的年龄、职业、游览的时间和地点对于游客的品牌形象认知是有显著影响的。游客的性别、来源地、旅游同伴、游览次数对其形象认知没有显著影响。研究还发现，番禺区的品牌形象被广泛选择的是城市休闲乐园。我们可以由此结果推动都市新城区的主要功能是给都市人提供休闲放松的场所。根据人们的认知规律给企业以启示，在进行营销宣传的时候，可以根据目标客户群的认知不同选择特定的营销方式。 In today's highly developed economy, the brand has become a necessary condition for thesuccess of the product, whether it is physical goods or services need brand, a successfulbrand can bring value to the excess of the enterprises, but also to provide consumers withadded value. As a service industry, tourism industry needs more brands to guide people'sconsumption. Guangzhou Panyu area is the new city, the tourism development is rapid inrecent years, and there have been just over twenty well-known attractions, attracting manytourists from the Pearl River Delta. As the main tourist attraction in Pearl River Deltaeconomic circle it carries the city people`s leisure need, this research can help us understandthe characteristics of urban tourism development of the new city, to help it to better play itsvalue. In this paper, empirical approach is used to research tourism in Panyu District; the problemstudied is the differences among tourists in Panyu District of their tourism brand awareness.In this paper, we use demographics characters travel time and travel sites to divide tourists,analyze whether they have a significant impact on the cognitive image of tourist; the resultsprove that tourist’s age, occupation, time and place to visit have a significant effect totourists brand awareness. Visitors gender, origin, travel companion, tour times did notsignificantly affect its image perception. The study also found that the brand image is widelyselected of Panyu District, is the city recreation park. We can thus infer that the mainfunction of a new urban city is to provide the city people a place to relax. According tocognitive difference, when conducting marketing，campaigns of the enterprise can targetcustomer group according to cognitive difference.

关 键 词： 品牌形象认知 旅游目的地 都市新城区

分 类 号： [F592.7]

领　　域： [经济管理] [经济管理]