论旅游地品牌概念的确立及设计构建

Discussing the Design and Construction of the Concept of the Brand of Tourist Attractions

21世纪旅游业的竞争将会聚焦于旅游地品牌的竞争 ,旅游地品牌不同于旅游地形象 ,它是通过主动开发创造出来的。树立旅游地品牌的首要问题是对主题进行设计定位 ,即确定旅游目的地在游客心目中的整体形象。旅游地品牌的建设要围绕两方面来进行 :一方面是加大营销投入 ,树立旅游地主题形象。另一方面是围绕主题品牌进行资源开发整合 。

The competition in tourism industry is being concentrated on the competition of tourist attractions in the 21Century. The brand of tourist attractions, distinct from the image of destination, is created by initiative. The key point of setting up the brand of tourist attractions is to design and orientate the subject , in other words , is to define the whole image of destination in tourists′mind. The construction of the brand of tourist attractions should be arranged around these two aspects as follows: on the one hand, we should enlarge the input of sale management and establish the whole image of destination, on the other hand, the resources exploitation and conformity should be arranged around the brand of the subject in order to enhance the environment quality of the tourist attractions.