基于品牌战略的非热点区旅游发展研究——以重庆市涪陵区为例

The Study of Tourism Development in Tourism Undeveloped Region Based on the Brand Strategy—Taking Fuling District in Chongqing for Example

以涪陵区为例,为了实现涪陵旅游发展的新突破,首先应实施引领品牌战略,通过大力打造武陵山度假区和"涪州古城",使之成为带动涪陵旅游发展的双翼;其次实施多品牌战略,充实涪陵的旅游产品,并通过有机整合产生涪陵旅游的形象叠加效应;再次要重视旅游目的地品牌建设,把旅游产品品牌和旅游目的地品牌的建设结合起来,共同促进涪陵旅游发展迈向新台阶。

Taking Fuling for example, in order to achieve a new breakthrough in the development of tourism in Fuling, firstly, it should implement the strategy of leading brand through vigorously building Wuling mountain resort and ＂Fuzhou ancient town＂, which should become the dual wings leading tourism development in Fuling. Secondly, it should implement multi-brand strategy in order to enrich Fuling tourism products, and form superposition effect of Fuling tourism image through the organic integration. Thirdly, it should attach great importance to establish the tourism destination brand, and combine the construction of the tourism product brand and the tourist destination brand, commonly promote Fuling tourism development towards a new step.