需求品质化引领下的旅游品牌塑造研究

Research on the tourism brand building under the guidance of demand quality

在全域旅游的视域下,需求品质化是我国现阶段社会基本矛盾在旅游领域的集中表现,也是旅游业自身发展规律的必然选择。而需求品质化既需要旅游品牌作为支撑和助推,也是旅游品牌塑造的重要路径和核心要素,同时,需求品质化要求旅游品牌的高端化与之相协调。以需求品质化为视角,通过分析旅游品牌特质及其发展规律,构建旅游品牌体系,提出在需求品质化、全域化、国际化背景下,旅游品牌塑造的对策与建议,以期为我国旅游品牌的塑造与传播、旅游品牌竞争力的提升,特别是为我国旅游业的高品质化发展提供参考。

From the perspective of global tourism,the quality of demand is the concentrated expression of the basic social contradictions in the tourism field at the present stage in China,and it is also the inevitable choice of the development law of tourism itself.The quality of demand requires not only tourism brands as the support and promotion,but also an important path and core elements of tourism brand building.And at the same time,the demand for quality requires the coordination of the high-end brand.From the perspective of demand quality,by analyzing the characteristics and development rules of tourism brand,it is suggested to construct the tourism brand system,and put forward countermeasures and suggestions on the construction of tourism brands in the context of quality,global,and internationalization,so as to provide reference for the construction and communication of China’s tourism classification brands and improvement of brand competitiveness,especially for the high-quality development of China’s tourism industry.