Analysis on the Predicament of Destination Brand Personality Creation from the Perspective of New Media

DOI

10.2991/aebmr.k.200908.089How to use a DOI?

Keywords

new media, brand personality, tourism destination

Abstract

The booming mobile Internet technology in the new era poses opportunities and challenges to destination marketing. In view of the severe homogenization of products and the changing needs of tourists, branding has become an important means of destination marketing. This paper introduces the concept of “brand personality” and analyzes the development status and significance of destination brand personality from the perspective of new media. However, there still exist the following problems in shaping destination brand personality: the neglect of the value of brand personality, the lack of integration of destination resources; underutilized new media platforms in destination marketing; tourism brand marketing that does not meet the demands of tourists; and unclear destination brand evaluation index and evaluation mechanism. Corresponding management recommendations were also proposed in this paper.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wanxin Shi
PY  - 2020
DA  - 2020/09/08
TI  - Analysis on the Predicament of Destination Brand Personality Creation from the Perspective of New Media
BT  - Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
PB  - Atlantis Press
SP  - 528
EP  - 532
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200908.089
DO  - 10.2991/aebmr.k.200908.089
ID  - Shi2020
ER  -