曲 颖

• 1:海南大学 旅游学院，海南 海口 570228

摘要(Abstract)：

在旅游市场竞争日益激烈的环境下，目的地定位的重要性愈加突出。然而，当前国内目的地定位普遍遵循一种以识别自身优势属性为核心的运作模式，忽略市场感知和需求规律。本文引荐普洛格的心理类型定位法，即根据目的地生命周期与主流访客心理特征的关联性，将定位着眼于初期目标市场甄选，通过瞄准冒险倾向较强的理想细分市场促成游客量的激增。文章详细阐释了该方法的理论基础和逻辑脉络，并以瑞士案例作为实例解析。

关键词(KeyWords)： 普洛格心理类型；目的地定位；旅游者心理类型；冒险倾向；目的地生命周期

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 曲 颖

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