民俗体育文化旅游品牌内涵界定与品牌塑造动因分析

Analysis on Connotation Definition to Folk Sports Culture Tourism Brand and Branding Dynamics

本文采用文献调研法、逻辑分析法等科研方法,通过对品牌、旅游品牌、民俗文化以及民俗体育文化等概念内涵的分析与界定,进而科学界定了民俗体育文化旅游品牌的概念内涵,探讨了民俗体育文化旅游品牌塑造的动因,为民俗体育旅游产业的发展指明了方向.

This paper uses literature survey, logical analysis and other research methods to defi- nite the connotation of the brand, brand of tourism, folk culture and folk sports culture, and then analyzes the connotation of the folk sports tourism brand. This paper also discusses the folk sports culture tourism brand shaping motivations, pointed out the direction for the devel- opment of folk sports tourism industry.