在体验经济时代,旅游者的个人需要和情趣偏好备受重视,然而旅游景区在旅游品牌的构建中往往都从旅游资源的角度去寻找亮点和破题点,忽略了旅游者作为旅游主体的重要性,对于游客体验的重视程度不够。在提供的旅游产品或者旅游服务趋于同质化的情况下,旅游景区想要在激烈的市场竞争中取胜,就必须关注游客体验,同时分析影响游客体验的因素,以此制定相应的旅游品牌构建策略。 In the era of experiential economy, the personal needs and appetites of tourists have received much attention. However, tourist attractions tend to find bright spots and broken points from the perspective of tourism resources in the construction of tourism brands, ignoring the importance of tourists as tourists , Not enough emphasis on the tourist experience. In the case of tourism products or travel services that tend to be homogenized, the tourist attractions that want to win the fierce market competition must pay attention to the tourists ’experience and analyze the factors that affect the tourists’ experience so as to formulate corresponding tourism brands Build strategy.