粤港澳大湾区旅游品牌基因选择研究

On the Selection of Tourism Brand Genes of the Guangdong-Hong Kong-Macao Greater Bay Area

旅游目的地品牌是旅游目的地竞争的内核,已成为各地旅游发展的重要引擎,只有根植于当地生活方式,基于目的地、客源地和竞争地的比较分析筛选出的关键基因而塑造的目的地品牌,才能形成可持续的竞争优势。以粤港澳大湾区为案例地,以地格理论为理论基础,根植于当地生活方式萃取大湾区的旅游品牌基因。研究结果表明,粤港澳大湾区区域品牌构建需基于“岭南文化”“国际都市”“包容创新”“购物天堂”“中西合璧”“世界滋味”等核心基因层展开,可通过旅游地格因子重塑湾区生活方式进而维持品牌生命力。

Tourism destination brand is the core of tourism destination competition and has become an important engine of tourism development.Sustainable competitive advantage can be formed only when destination brands are rooted in local lifestyle and based on key genes screened out by comparative analysis of destination itself,tourist originations and competitive destinations.This study takes the Guangdong-Hong Kong-Macao Greater Bay Area as the case,applies the theory of placeality,which is rooted in the local lifestyle to extract brand genes.Results show that the regional brand construction of the Greater Bay Area should be based on the core gene layer of“Lingnan culture”,“international city”,“inclusive innovation”,“shopping paradise”,“combination of Chinese and Western elements”,and“taste of the world”.The lifestyle of the Greater Bay Area can be reconstructed through the factor of tourism placeality to maintain the brand vitality.