打造特色饮食文化资源品牌 促进乐山旅游发展

Promoting Tourism in Leshan through Developing Trademark Food

通过对乐山特色饮食文化资源的特点进行分析,文章指出目前特色饮食文化资源品牌化在资源开发成效、文化宣传、品味展示、老字号创新、资源利用和内涵发展等方面存在明显不足,提出餐饮业界应当整合并提炼内涵、精准设计品牌、锤炼核心价值、利用CIS体系塑造品牌、利用多种营销理念和策略来推广特色饮食文化资源品牌,才能更有效促进乐山旅游发展。

Lshan cuisine,with its unique features compared with other culinary types in Sichuan,is not well developed to promote tourism in Leshan. This paper analyzes the characteristics of Leshan food and points out the problems in its brand development from the perspectives of resource development effects,cultural publicity, taste demonstration,innovation of time-honored brands,resource utilization and connotation development. The paper also suggests that the catering industry in Leshan should focus on quality improvement,brand design,value exploration and multiple marketing strategies to establish its featured culinary culture and to promote the development of tourism in Leshan.