利用品牌战略做大做强旅游产业——黔江区旅游资源品牌建设问题初探

Enlarging and enhancing tourism industry by using Brand strategy——Analysis of brand-building strategies in tourism resource in Qianjiang District

重庆黔江区拥有丰富的旅游资源,但旅游资源品牌建设相对滞后。主要表现在:创建旅游品牌意识强烈,但缺乏统一思路;品牌建设进展迅速,但缺乏整合后劲;品牌建设硬件到位,但缺乏软件支持。通过发现该区旅游品牌建设存在的问题,为寻找解决问题的途径提供坚实的客观基础和主观共识。

Qianjiang District is rieh in tourism resources but tourism resources brand construction relatively lags behind with the characteristics that the related departments in Qianjiang long to create tourism brand but are short of unified thoughts. Therefore, Qianjiang＇s tourism brand construction is rapid but lacks integration. Besides, the hardware for construction is enough but there is not enough software. The studies of the problems in tourism brand construction in this area can provide objective basis and common subjeetive view for solving the problems.