香格里拉旅游品牌的核心价值与建设

On the Core Value of Shangri-La as a Tourism Brand and its Promotion

在对香格里拉文化整体把握与分析的基础上,论证了人与自然和谐、人与人和谐是香格里拉文化的精髓,同时,也是香格里拉旅游品牌的核心价值;进而以品牌的核心价值为中心线索,从人与自然和谐、人与人和谐两个方面提出创建香格里拉旅游品牌的制度选择与方略。

Through a comprehensive analysis of Shangri - La culture, the author concludes that its essence lies in the harmonious co - existence between man and nature as well as among human beings themselves, on which the core value of Shangri - La as a tourism brand relies. The author also discusses the institutional choice and planning for making Shangri - La as a tourism brand based on this understanding.