“清新福建”旅游目的地品牌建设探讨

Brand Construction of Tourism Destination,“Fresh Fujian”

从"清新福建"旅游目的地品牌内涵及品牌体系、"清新福建"旅游品牌建设成效、"清新福建"旅游目的地品牌建设存在的问题入手,对福建省"清新福建"旅游目的地品牌建设进行探讨,并从目的地品牌定位、特色线路创新、政府政策、目的地居民参与度和人才库扩充的角度,提出对"清新福建"旅游目的地品牌建设的建议。

The brand construction of tourism destination,＂fresh Fujian＂,was discussed in this paper,including the brand connation and system,construction achievements,and the existing problems.And the suggestions for the tourism destination brand construction of＂fresh Fujian＂were proposed from aspects of brand positioning,characteristic tourism route exploitation,government policy support,participation of residents and the expansion of talents.