基于文化营销视角的城市古镇文化旅游品牌塑造研究——以广州沙湾古镇为例

Research on Building the Cultural Tourism Brand of Ancient Town from the Cultural Marketing Perspective: A Case Study of Shawan in Guangzhou

随着我国旅游业的高速发展,旅游业竞争热点正从旅游资源开发向旅游产品开发以及旅游目的地品牌塑造这两个更高层次演变。城市古镇文化旅游日益成为一个旅游消费热点,针对这种趋势,本文以广州市番禺区沙湾古镇为例,从文化营销的视角,探讨了古镇文化旅游品牌塑造的理论与方法,分析了把地方文化资源转化为旅游目的地品牌核心价值的路径与方法,为城镇文化旅游开发提供决策依据。

With the rapid development of China＇s tourism industry, the competition focus of tourism industry has been evolving from tourism resources development to tourism product development and tourism destination branding, which are the two higher levels of evolution. The cultural tourism of ancient town has become a hot spot of tourism consumption. The paper takesthe ancient town Shawan in Guangzhou as an example. Based on the cultural marketing perspec- tive, it discusses the theory and method of building the cultural tourism brand of ancient town, and provides reference for decision-making in tourism development.