广州城市旅游品牌的创新与发展

Innovation and Development of Urban Tourism Brand in Guangzhou

简要讨论了城市旅游与城市旅游品牌的密切关系,给出了城市旅游品牌的定义,认为不断创新城市旅游品牌是城市旅游竞争和旅游可持续发展的核心。文中以广州市为例,比较全面、客观地分析广州城市旅游的现状、存在问题和发展优势条件,提出建设广州现代化国际旅游名城——"国际岭南文化之都"强势品牌的构想。强调城市旅游品牌创新要"把旅游与城市建筑、景观道路、广场绿化等城市环境要素结合起来,做到城市旅游发展与城市建设一体化"。同时从复兴历史文化名城、塑造国际旅游都会、打造岭南海滨城市品牌3个方面提出了一些旅游品牌建设建议。

In the paper, the relationship between urban tourism and urban tourism brand is discussed. It is thought that innovation of urban tourism brand is a core of tourism competition and tourism sustainable development. The urban tourism brand can be considered as the regional tourism system composed of the urban unique nature environment, landscape environment, social environment and product environment. The process of enriching and improving the four environment elements is also that of enriching the brand contents and intensifying the brand core. Facing the keen competition of tourism market, Guangzhou should find out and solve the existent problems in time, and make corresponding strategies for converting simple resource element competition into brand management competition. It is considered that the tourism brand of Guangzhou could be composed of three phases： a famous historical-cultural city, an international tourism metropolis, and a coastal tourism city in Lingnan.