桂林旅游目的地品牌延伸的探讨及策略研究

Guilin's Tourism Destination Brand Extension and Strategy Discussion

品牌延伸是旅游目的地可持续发展的关键因素,甚至是各个旅游目的地间相互竞争的最高境界。桂林旅游目的地品牌的深度挖掘、旅游品牌的创新依然还停留在一个较低的层面上。桂林旅游目的地应通过实施旅游品牌的产品创新、旅游品牌的促销创新和旅游品牌联合等策略,提高桂林旅游目的地的品牌建设,促进桂林旅游目的地的和谐发展。

Brand extension is a key factor in the tourist destination sustainable development,and even the highest level of the competition between the various tourist destinations.The deep excavation Guilin＇s tourism destination brand of and tourism brand of innovation still remains at a lower level.Guilin s tourism destination brand should through the implementation of product innovation,brand marketing travel and tourism co - branding and other innovative strategies improve Guilin＇s tourism destination brand building,and promote the harmonious development of Guilin tourism destination.