乡村振兴背景下山西偏关县老牛湾景区文旅品牌建设路径初探

Cultural and tourism brand construction of laoniuwan scenic spot in Pianguan County of Shanxi Province under the background of Rural Revitalization

在2017年的山西省旅游发展大会上,省长楼阳生提出,要沿着文化旅游深度融合的路径,在继续做优五台山、云冈石窟、平遥古城三大旅游品牌的同时,全力做好“黄河、长城、太行”三篇旅游大文章,建“乐水、尚城、崇山”旅游品牌体系的重大战略决策。这是建设全省域国家全域旅游目的地的主要内容和重要支撑,也是实现旅游转型升级,拓展发展空间,打造新高地,构建山西旅游发展大格局升级版的必然选择,更是山西旅游立足于世界眼光、国家名片、山西特色,开启山西旅游发展的新时代。通过对偏关老牛湾在发展文化旅游过程中遇到的问题进行分析,从打造长江、黄河、太行三大旅游品牌建设和长城板块旅游品牌建设的角度出发,提出发展游览体验式旅游,提升偏关老牛湾旅游品牌竞争力。

At the tourism development conference of Shanxi Province in 2017,governor Lou Yangsheng proposed that along the path of deep integration of cultural tourism,while continuing to improve the three tourism brands of Wutai Mountain,Yungang Grottoes and Pingyao ancient city,we should do a good job in the three tourism articles of"the Yellow River,the great wall and Taihang",and build the"leshui,Shangcheng,Chongshan"tourism brand system is an important strategic decision.This is not only the main content and important support for the construction of national province wide tourism destination,but also the inevitable choice to realize the transformation and upgrading of tourism,expand the development space,create a new highland,and build an upgraded version of Shanxi tourism development pattern.It is also the new era of Shanxi Tourism development based on the world vision,national business card,and Shanxi characteristics.Based on the analysis of the problems encountered in the development of cultural tourism in Pianguan laoniuwan,this paper proposes to develop experiential tourism and enhance the competitiveness of tourism brand in Pianguan laoniuwan from the perspective of building three tourism brands in Taihang of the Yangtze River and the Yellow River and the great wall plate.