纪念品在旅游区产品定位中的作用

IF 0.4 Q3 AREA STUDIES
O. Yarosh, N. Kalkova
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引用次数: 0

摘要

介绍。所考虑的科学问题的相关性在于,纪念品是地域品牌传播范式的一个组成部分,纪念品本身是旅游区识别的视觉载体。地域纪念品具有以下特点:地理上与地域相关,反映地域特色;制作和定位上具有文化和历史传统。消费者对纪念品的感知在形成对该地区的印象方面起着重要作用。尽管对这一课题已有研究,但对纪念品的感知在多大程度上构成了他们选择的基础,这一问题仍未得到探讨。与此同时,为了找到答案,必须采用一种综合的方法来获取我们感兴趣的信息,以便在使用口头和实验方法的基础上全面客观地报道地域品牌问题及其组成部分的要素。因此,本文的目的是研究消费者对区域纪念品的语言和非语言感知,以评估其在克里米亚共和国商品定位和推广过程中使用的可能性。材料与方法。为考察乡土纪念品的视觉感知,采用神经营销方法对消费者感知进行了实验研究。这项工作是在克里米亚共和国的材料上进行的。研究数据是在实验过程中获得的一系列生物特征数据,采用专有算法和分析模型。研究了消费者对纪念品的言语认知和非言语认知。调查显示,最受欢迎的纪念品是糖果、化妆品、精油和葡萄酒。这些产品强调原产地的真实性,有助于行政领土单位的商品定位。克里米亚共和国纪念品生产的发展不平衡。已经对地区进行了分类,确定了商品多样化程度较高和中等的行政领土单位,以及定位不佳的落后领土。展示了有前景的区域纪念品推广模式。讨论与结论。纪念品视觉吸引力不对称研究的理论和应用都得到了完善。本文还就区域旅游目的地纪念品品牌化推广的相关性提出了自己的观点。作为一项全面的神经营销实验的结果,根据受访者对领土的形象识别和性别特征与所提供纪念品选择的相关性的评估,从消费者的角度确定了最具吸引力的克里米亚纪念品产品。研究结果可用于完善和调整纪念品生产者、旅游实体与国家作为旅游目的地开发的最利益主体之间的合作过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Role of Souvenirs in the Product Positioning of the Tourist Region
Introduction. The relevance of the considered scientific problem is that souvenir products are a component of the communicative paradigm of territorial branding, and a souvenir itself acts as a visual carrier of identification of a tourist region. A regional souvenir product has the following specific features: geographical reference to the territory reflecting its peculiarities, cultural and historical traditions in manufacturing and positioning. Consumers’ perception of souvenirs plays an important role in forming impressions about the region. Despite the availability of researches on this topic, the question remains unexplored to what extent the perception of souvenir products forms the basis for their choice. At the same time, to find answers it is essential to use an integrated approach to obtaining the information of interest to us for a comprehensive objective coverage of the issues of territorial branding and the elements of its components, based on the use of both verbal and experimental methods. Thus, the purpose of this article was to study the verbal and non-verbal consumer perception of regional souvenir products to assess the possibilities of its use in the process of commodity positioning and promotion of the Republic of Crimea. Materials and Methods. To examine the visual perception of autochthonous souvenirs, an experimental study of consumer perception based on neuromarketing methods was conducted. The work was carried out on the materials of the Republic of Crimea. The research data were an array of biometric data obtained during experiments, proprietary algorithms and analysis models were applied. Results. The verbal and nonverbal consumer perceptions of souvenir products have been studied. It is shown that the most popular souvenirs are sweets, cosmetics, essential oils and wine. These products emphasize the authenticity of origin and contribute to the commodity positioning of administrative-territorial units. There is an unevenness in the development of souvenir production in the Republic of Crimea. The classification of districts has been carried out, administrative-territorial units with high and medium levels of diversification of goods have been identified, as well as depressed territories that are poorly positioned. Promising models of promotion of regional souvenir products are shown. Discussion and Conclusion. The theoretical and applied aspects of the study of the visual attractiveness asymmetry of souvenirs have been improved. The paper also presents the author’s position on the relevance of the promotion of souvenir branding in regional tourist destinations. As a result of a comprehensive neuromarketing experiment, the most attractive Crimean souvenir products from the consumers’ point of view were determined based on the assessment of the figurative identification of territories by respondents and the correlation of gender characteristics with the choice of souvenirs offered. The results of the study can be used to improve and adjust the process of cooperation between souvenir producers, tourism entities and the state, as the most interested entity in the development of tourist destinations.
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