名人故里旅游品牌冲突与对策——以李白故里为例

The Conflict and its Countermeasures of Tourism Brand Involving Celebrities' Hometown:taking Li Bai's Hometown as an Example

名人故里是一种重要的旅游品牌,具有丰富的人文价值、社会价值和经济价值。近年来,围绕名人故里旅游品牌的争夺愈演愈烈。文章从旅游品牌的概念和意义出发,以四川江油和湖北安陆对李白故里的争夺为例,探讨了这一冲突的原因、影响和解决对策。在江油是李白故里,安陆是李白的重要足迹所在地,二者共享李白故里品牌的基础上,文章指出江油和安陆应围绕"李白文化"加强沟通与合作,依据自身的禀赋资源和客观条件,实行差异化的产品策略,共同开发"李白故里"这一文化旅游品牌,实现互利双赢。

Celebrities＇hometown is an important tourism brand with rich cultural, social and economic value. In recent years, the battle to tourism brand involving celebrities＇hometown is becoming even more violent. Based on the concept and meaning of tourism brand and taking the battle to tourism brand between Jiangyou in Sichuan and Anlu in Hubei as an example, this paper explores the cause, influence and countermeasures of this conflict. It points out that the two counties should strengthen communication and cooperation about ＂Li Bai culture＂, carry out the product strategy with differentiation, jointly develop the of the culture and tourism brand involving ＂ Li Bai＇s hometown＂ and achieve the mutual benefits and win -win outcomes in accordance with their own natural resources and objective conditions.