江西旅游品牌管理与发展路径

党的十九大报告指出,未来经济发展分析要注重人与自然和谐发展,要把"绿色"作为我们的基本生产方式和生活方式。因此,以环境指数为主导的质量型经济将成为我国经济结构转型的方向,而以生态、健康、休闲和度假为特征的旅游消费将成为未来消费方式的主流。依据相关数据分析显示,旅游产业大省和旅游品牌弱省,是目前江西旅游业发展的基本态势。在品牌影响力未能达到足以提升旅游产业发展之前,江西旅游业目前的超前增长容易陷入"中等收入陷阱"。影响江西旅游品牌提升的因素多而复杂,整合、创新与管理不足是其中最重要的因素。因此,重构江西旅游品牌,可遵循一条以行政多级管理为样本的"权重分值"技术整合路径,依托片区联合开发模式进行两大复合品牌的创建,并通过"三级品牌管理系统"思路来构建旅游品牌支撑、运营和保护的长效机制。

The report to the 19th National Congress of the Communist Party of China pointed out that, in the analysis of future economic development, we should pay attention to the harmonious development of nature and man, and regard ＂grassiness＂ as our basic mode of production and life style. Therefore, the quality economy dominated by environmental index will become the direction of China＇s economic structural transformation, and tourism consumption characterized by ecology, health, leisure and vacation will become the mainstream of future consumption. The relevant data shows that it is the basic situation of tourism development in Jiangxi province that the tourism industry is large and the tourism brand is weak. Before the brand influence has reached the process of promoting the development of the tourism industry, the current growth of Jiangxi＇s tourism industry is likely to fall into the ＂middle income trap＂. There are so many complex factors affecting the promotion of tourism brand in Jiangxi, and the most important factor is the lack of integration, innovation and management. Reconstruction of Jiangxi＇s tourism brand can follow the ＂weighted score＂ technology integration path according to the sample of multi-level administrative management, depend on the area joint development model to create two compound brands, and build a long-term mechanism of tourism brand support, operation and protection through the idea of three-level brand management system.