文化旅游与东莞城市营销战略

Cultural Tourism and City Marketing of Dongguan

在快速工业化的驱动之下,东莞的旅游业发展迅速,并形成了以城市强劲的综合经济实力为基础的独特模式——经济驱动型城市旅游发展模式。然而,在高度发达的区域经济背后,是产业转型升级的压力和城市形象、美誉度的有待提升。城市营销是改善城市形象,促进城市成长相当有效的方法之一。探讨了文化旅游对于东莞城市营销的意义以及东莞文化旅游发展的重点。

After reforming and opening up, Dongguan＇s highly successful economic development, based on ＂Towns in the economy＂ and ＂Industrial clusters＂, and it become a world-renowned ＂Manufacturing base＂. Driven by the rapid industrialization, Dongguan＇s tourism in rapid development, and formed a unique model based on strong comprehertsive economic strength of the city - the development mode of urban tourism by economic-driven. However, behind the highly developed regional economy, industrial transformation and upgrading of the pressure, the city＇s image and reputation needs to be improved. City Marketing is one of the very effective ways to improve the city＇ s image and promote the city＇ s growth. This paper discusses cultural tourism on the significance of city marketing of Dongguan, and the focus of cultural tourism development of Dongguan.