“有福之州”旅游品牌的塑造

The Establishment of Fuzhou Tourism Brand

旅游市场竞争逐渐从产品竞争、价格竞争、质量竞争过渡到了品牌竞争,以旅游地为载体的区域旅游品牌塑造与管理正成为旅游业发展的一大趋势。福州具有旅游区位优越、经济发展快速和旅游资源丰富的条件,通过实施更新品牌定位、设计旅游形象、整合品牌资源、强管理重服务的战略措施,塑造福州市旅游品牌,最终推动福州市旅游品牌的建设与发展。

The competition in tourism market experiences the changes from product competition to price and quality competition, and now to brand competition. The establishment and management of tourism brand based on the tourism destination is becoming the direction of tourism development now. Fuzhou has the advantages of good tourism locations, fine economy foundation and abundant tourism resources. Fuzhou tourism brand can be built and developed through the following measures： repositioning brand, designing tourism image, integrating tourism resources, and reinforcing management and service.