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旅游导刊  2020, Vol. 4 Issue (2): 1-8    DOI: 10.12054/lydk.bisu.139
专题论文:理论建构探索与展望     
目的地感官营销:原理与工具
吕兴洋
西南财经大学工商管理学院 四川成都 611130
Destination Sensory Marketing: Principles and Measurement
LV Xingyang
School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
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摘要:

当前,越来越多的研究者开始利用感官营销理论开展目的地营销研究与实践。本文首先解释感官营销理论的原理,阐释具身认知理论为其提供的心理学基础和镜像神经元为其提供的生理学证据;其次,基于感官营销的独特原理,本文提出将“感官印象”作为目的地感官营销研究的测量工具,并与传统目的地营销研究中所使用的感知形象作对比,从生成过程中的心理机制角度论证两者之间的差别。

关键词: 感官营销具身认知感官印象感知形象    
Abstract:

In recent times, sensory marketing has increasingly been applied to tourist destination marketing. Given the importance of sensory marketing, this article explains the principles of sensory marketing. It introduces the embodied cognitive theory which serves as the psychological foundation of sensory marketing, and mirror neurons which are the physiological evidence of sensory marketing. Furthermore, this article proposes that “sensory impression” can be used as a measurement in destination sensory marketing research, and that sensory impression can be compared with the perceived image used in traditional destination marketing research to illustrate the difference between the two in terms of the psychological mechanisms involved in their respective formation. On the whole, this paper summarizes the theoretical basis of sensory marketing and proposes measurements for reference and use in the research and practice of destination sensory marketing.

Key words: sensory marketing    embodied cognition    sensory impression    perceived image
收稿日期: 2019-07-16 出版日期: 2020-05-27
PACS:  F59  
基金资助: 国家社会科学基金青年项目“西南地区滑雪旅游产业竞争潜力评价及路径选择研究”(17CTY014)
作者简介: 吕兴洋(1985— ),男,辽宁沈阳人,博士,西南财经大学工商管理学院副教授,研究方向:旅游市场营销。E-mail:lvshining@126.com
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引用本文:

吕兴洋. 目的地感官营销:原理与工具[J]. 旅游导刊, 2020, 4(2): 1-8.

LV Xingyang. Destination Sensory Marketing: Principles and Measurement. Tourism and Hospitality Prospects, 2020, 4(2): 1-8.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.139        https://lydk.bisu.edu.cn/CN/Y2020/V4/I2/1

图1  理论基础与工具
图2  感官印象与感知形象的生成机制对比
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