基于品牌要素的绿道体育旅游品牌打造——以广东省绿道为例

Construction of Green Sports Tourism Brand Based on Brand Elements - In View of Guangdong Green Path Tourism

以生态型、郊野型、都市型为分类标准,对珠三角区域绿道体育旅游资源进行分析;以艾克的品牌识别层次理论为依据,设计绿道体育旅游品牌构建"双螺旋"动态模型;以品牌元素为基础,设计绿道体育旅游品牌识别四维模型;分析绿道体育旅游品牌形象与品牌识别的动态关系,认为只有在品牌识别和品牌形象两者之间取得"和谐共鸣",才能创建出强势的品牌。以广州增城"荔乡仙境绿道体育休闲生态游"品牌打造为例,分析增城绿道体育旅游特征、现状与不足,提出突出区域特色、强化品牌识别,倡导低碳意识、打造品牌形象,树立旅游市场定位观、细化拓展旅游市场等三点建议。

The Green Path Sports Tourism resources in the Pearl River Delta were classified into three categories of ecological, suburban and urban types. David Aaker＇ s Brand Identity Planning Model was applied in designing a double spiral 4D model of green path sports tourism brand construction. It was held that only by achieving a balance between brand recognition and image construction could sports tourism brands with advantages be constructed. A good example was the brand construction of Zengcheng Green Path Sports Recreational ＆ Ecological Tourism in Homeland of Leechee. It was successful because its regional characteristics were highlighted. Low carbon travel and tourism was encouraged. Good image of the city was built. Tourism marketing was well developed.