摘要
近年来,由于区域品牌能够很好地刺激当地的经济发展,使得国内外关于区域品牌的研究也越来越多。文化遗产,作为旅游资源的一种载体,具有较高的文化价值。在以文化遗产为基础打造区域品牌的过程中,必须把保护文化遗产资源作为第一要义。文章以平遥古城这一文化遗产为研究对象,对古城的区域品牌构建的过程进行了分析和讨论,针对发现的问题提出了合理化建议,以期对平遥古城的区域品牌建设有所帮助。
In recent years regional brand is able to greatly stimulate the development of local econ- omy, which contributes to more and more domestic and foreign research into regional brand. Cul- tural heritage, as a carrier of tourism resources, has high cultural value. In the process of crea- ting regional brand based on cultural heritage, we must take the protection of cultural heritage resources as the first prerequisite. Taking Pingyao ancient city as the research object, this paper analyses and discusses the construction process of its regional brand and puts forward some rea- sonable suggestions on the existing problems in order to help its regional brand construction.
出处
《太原理工大学学报(社会科学版)》
2015年第5期35-40,共6页
Journal of Taiyuan University of Technology(Social Science Edition)
基金
国家自然科学基金项目"文化认同
区域品牌资产对消费者购买行为的影响机制及区域品牌资产评价研究"(71272149)
教育部人文社科一般项目"区域品牌伞情境下区域形象对消费者购买行为影响机理研究"(11YJA630076)
关键词
区域品牌
文化遗产
旅游资源
平遥古城
regional brand
cultural heritage
tourism resources
Pingyao ancient city