雄安新区建设背景下保定文化旅游品牌构建研究

On the Brand Construction of Cultural Tourism in Baoding Under the Background of Building Xiongan New Area

保定市文化旅游资源极为丰富,但迄今在国内外旅游市场上并没有形成鲜明、独特的文化旅游品牌,造成这种情况的主要原因是开发视野狭窄、资源欠缺整合以及缺乏有效商业宣传。雄安新区建设为保定文化旅游品牌建设带来了前所未有的重大机遇。保定今后应充分利用这次机会,着力打造“文旅热途,康养家园”的文化旅游品牌,充分挖掘文化资源的旅游开发潜力、深入拓展文化旅游产业链、创新文化旅游营销模式以及逐步完善文化旅游的保障系统。

The cultural tourism brand in Baoding was still vague so far in spite of many cultural tourism resources due to narrow view development, weak integration of resources, and ineffective commercial publicity. Nowadays, building Xiongan new area brings huge opportunity for developing cultural tourism in Baoding. In future, Baoding should build the cultural tourism brand focused on“Cultural Tourism Hotspots, Health and Wellbeing Homeland”under the background of building Xiongan new area. Meanwhile, Baoding should develop the potential of diversified cultural tourism resources, extend industrial chain of cultural tourism, innovate marketing model of cultural tourism, and improve guarantee system of cultural tourism.