基于旅游软实力的县域旅游品牌构建——以浙江衢江为例

Soft-Power Based Brand Building of County Tourism Travel: A Case Study of Qujiang,Zhejiang

当今县域旅游品牌建设陷入困境。为促进中国县域旅游业健康发展,对浙江衢江旅游业进行深入调研和SWOT分析,指出县域文化观念相对滞后、文化资源总体水平不高、文化建设人才缺乏等问题既阻碍了县域文化的发展,也影响到衢江旅游业的进一步发展。因此,以旅游品牌构建为目的的旅游软实力培育是提高衢江旅游业区域竞争力的关键,应在观念、战略、路径、资源等方面努力,使旅游软实力促进县域旅游品牌的建设。

The current construction of county tourism branding remains stagnant. To solve the problem and promote the healthy development of county tourism in China,a research on the tourism industry in Qujiang is made and a SWOT analysis is conducted. Based on the result of the research,the paper finds that the deterrents for the development of the county culture include the lagging culture outlook,the poor culture resources and the lack of talents for culture operation,which influenced the further development of tourism industry in Qujiang. The paper proposes that it adopt soft- power based brand building to improve the competitiveness of tourism in Qujiang with a focus on concept, strategy,solutions and resources.