CAJ | 학술논문

进入新世纪，人类迈入了“新经济”时代，即体验经济时代，游客的旅游活动已被界定为一场体验活动。但是。到目前为止从游客体验视角去研究旅游目的地品牌塑造的成果较少。在对旅游体验与旅游目的地品牌文献梳理的基础上，构建了体验模型，借鉴博弈理论阐述了政府介入旅游目的地品牌塑造的必要性，提出了政府介入旅游目的地品牌塑造的对策，以期为旅游目的她品牌撵设提供叁老．
진입신세기，인류매입료“신경제”시대，즉체험경제시대，유객적여유활동이피계정위일장체험활동。단시。도목전위지종유객체험시각거연구여유목적지품패소조적성과교소。재대여유체험여여유목적지품패문헌소리적기출상，구건료체험모형，차감박혁이론천술료정부개입여유목적지품패소조적필요성，제출료정부개입여유목적지품패소조적대책，이기위여유목적저품패련설제공참로．
In the new century, mankind has entered a ＂new economy＂ era, that is the experience economy, tourists experience has been defined as an experience activities. However, so far from the tourist point of view to study the experi- ence of destination branding results less. Experience in the travel and tourism destination brand combing the literature on the basis of experience to build a model, drawing on government intervention in game theory expounded the necessity of destination branding, destination proposed government intervention in the four -point branding strategies, with a view to provide a reference destination brand building.