论海峡旅游品牌的构建

On the Construction of the Cross-strait Tourism Brand

在国家"十一五"旅游规划中,明确提出要打造"海峡旅游品牌",并将海峡西岸旅游区列入"十一五"期间优先规划和重点建设的12个旅游区发展之一。如今,福建省正加大力度全面构建海峡旅游品牌。本文首先界定了海峡旅游品牌的概念,并对海峡旅游品牌的发展现状进行分析,最后提出了海峡旅游品牌构建的思路。

In the 11th 5-years national tourism plan, it was made clear that the country is about to construct the cross-strait tourism brand and moreover the cross-strait tourism zone was listed as the No. 1 of the 12 tourism zones that the country will plan preferentially and construct intensively during the period of the 11th 5-years national plan. At present, the construction of cross-strait tourism brand is under comprehensive efforts of Fujian Province. This paper, via the definition of the concept of cross-strait tourism brand, analyses the present situation of it and put forward the approaches of constructing the cross-strait tourism brand finally.