“三山五园”文化旅游品牌建设研究

Research on Cultural Tourism Brand Construction of“Three Hills and Five Gardens”

“三山五园”拥有丰富的文化旅游资源,建设文化旅游品牌对其可持续发展具有重要的现实意义。以文化旅游品牌要素和建设路径的理论研究为基础,提出“三山五园”应以自然和人文资源为基础,开发特色文化旅游产品及服务,着力挖掘文化遗产的文化内核,打造文化旅游品牌。最后,从强化文化旅游品牌和形象识别体系,打造“三山五园”整体品牌旅游产品体系,构建文化旅游品牌营销与推广体系,强化文化旅游品牌运营与管理等方面提出建议。

There are rich cultural tourism resources in“Three Hills and Five Gardens”,and the construction of cultural tourism brand is of great practical significance for its sustainable development.Based on the theoretical research on the elements and construction path of cultural tourism brand,this paper put forward that“Three Hills and Five Gardens”should depend on natural and cultural resources,develop characteristic cultural tourism products and services,focus on digging the cultural core of cultural heritage,and build cultural tourism brand.Finally,this paper suggested that“Three Hills and Five Gardens”should strengthen the cultural tourism brand and image recognition system,build the overall brand tourism product system,construct the brand marketing and promotion system and strengthen the operation and management of cultural tourism brand.