优质旅游发展视阈下温泉旅游品牌建设路径探索——以云南省保山市为例

Brand Building of Hot Spring Tourism in the Context of Developing Quality Tourism——A Case Study of Baoshan County in Yunnan Province

当前,我国旅游开发已由高速增长阶段迈向优质发展阶段。温泉旅游集休闲度假、康体养生、商务会展等为一体,深受旅游开发者和游客青睐,树立温泉旅游品牌优质形象、助推温泉旅游向高质量发展是我国优质旅游发展的重要任务。云南保山位于祖国西南边疆,其温泉的数量和品质在世界上均屈指可数,但其旅游资源开发仍处于初级阶段。保山温泉旅游品牌建设主要存在市场细分不足、推广力度不够、文化内涵浅显、公关重视不够等问题。在未来的旅游建设中,保山温泉品牌应进一步加大在规划设计、内部建设、市场营销、文化塑造、经营管理等方面的打造力度,不断提升保山温泉的品牌价值。

China’s tourism industry has developed from the stage of high-speed growth to the stage of high-quality development.Hot spring tourism is a blend of leisure vacation,health care,and business exhibition,which has been favored by tourism developers and tourists.So it is important to develop high quality hot spring tourism through hot spring tourism brand building.Baoshan County,located in the southwest frontier of China,is home to large quantities of world-class hot springs,but it is still in the primary stage of tourism development.Through an analysis of the status quo of hot spring tourism brand construction in Baoshan,we find that it is faced with problems such as inaccurate market segmentation,insufficient promotion,superficial cultural connotation and inadequate attention to public relations.To promote the hot spring tourism brand of Baoshan,it is necessary to strengthen the brand planning and design,internal construction,marketing,culture image building,and management.