常州旅游目的地品牌建设路径探析

A Study of Changzhou Tourist Destination Brand Construction Path

未来旅游业的竞争主要集中于品牌的竞争,旅游目的地品牌化已成为当前旅游市场的必然趋势。只有建设独具特色的旅游目的地品牌,才可能在旅游业市场中占据有利地位。目前常州正将旅游业作为带动区域经济发展的龙头产业,亟需加快目的地品牌建设。常州旅游目的地品牌的建设主要应从品牌定位与设计、传播与管理四个方面着手。

Future competition in the tourism industry is mainly focused on brand competition of tourism.The tourism destination brand has become the inevitable trend of the current tourism market.Only by building a unique tourism destination brand may it occupy a favorable position in the tourism market.Changzhou is now taking tourism as a leading industry in driving regional economic development,which needs to speed up the construction of a destination brand.Changzhou tourist destination brand construction mainly includes four aspects such as brand orientation,design,transmission and management.