整合营销传播视角下“老家河南”旅游品牌建设路径探析

An Analysis of the Tourism Brand Construction Path of“Hometown Henan”from the Perspective of Integrated Marketing Communication

随着全域旅游的深入发展,旅游产品的竞争逐渐从景区竞争转向旅游目的地之间的竞争,而旅游目的地之间的竞争也逐渐从旅游资源竞争转向品牌竞争。河南是一个旅游资源大省,近年来,面对旅游目的地品牌竞争、旅游者消费行为模式的深刻变化,加大改革创新力度,打造出“老家河南”这一旅游品牌。基于整合营销传播理论,探索“老家河南”旅游品牌的建设路径,有助于河南旅游产业的高质量发展。

With the continuous development of all-area tourism,the competition of tourism products has changed from the competition of scenic spots in the past to the competition between tourist destinations,and the competition between destinations has also changed from the competition of tourism resources to the competition of brands.In the face of the competition of tourism destination brands and the profound changes of tourists'consumption behavior patterns,it is of great significance for the high-quality development of Henan tourism industry to analyze the construction path of“Hometown Henan”tourism brand based on the integrated marketing communication theory.