旅游景区品牌形象的塑造与传播研究——以清新福建品牌推广为例

A Study on Shaping and Disseminating Brand Images in Scenic Spots——Taking the Brand Promotion of Fresh Fujian as an Example

旅游景区的健康对于带动当地的经济发展和传播当地的历史文化都有较大的推动作用,在旅游景区发展的过程中,景区品牌形象的塑造和传播就显得格外重要,以清新福建品牌的推广为例,探究福建旅游景区品牌塑造的策略,从媒体广告的推广、文娱活动的推广和公关活动的推广三个方面构建清新福建旅游景区品牌整合传播的具体策略。

The healthy development of scenic spots will promote the economic development as well as historical and cultural communication in the local areas. In the development process of scenic spots, it is particularly important to shape and disseminate the brand image of the scenic spot. This paper, taking the brand promotion of fresh Fujian as an example, explores the strategy of brand building in Fujian tourism scenic spots, and puts forward the specific strategies of promotion in terms of medium advertisement, entertainment activities and public relations.