基于品牌化战略的传统观光旅游产品提升改造途径研究

The Approach of Traditional Tourism Products Upgrading Based on the Branding Strategy

当前我国传统的观光旅游产品普遍存在旅游体验类型单一、产品同质化等问题,因此正在经历一个产品结构调整与升级换代的过程。从旅游品牌形象及品牌价值入手,提出传统的观光旅游产品在进行升级改造时,应该着力打造差异化的旅游产品,实施良性的品牌化发展战略,主要包括优化治理结构、深入挖掘文脉、景区深度开发、战略联盟这四个方面。通过这四步,实现名牌产品培育、名牌线路策划、名牌促销推介的系统化工程,从而逐步提升传统单体旅游产品的吸引力及其内在价值。

At present the common problem of China＇s traditional tourism product includes singleness of tourism experience type,product homogeneity and so on.China＇s traditional tourism industry is going through an adjustment of its product structure and an upgrading process.The upgrading of traditional tourism products can be achieved by implementing brand development strategy which involved four aspects as the optimization of management structure,the exploration of local context,the in-depth development of scenic spot and the strategic alliances within the tourism industry.