全域旅游背景下商洛旅游文化品牌建设研究

Research on tourism culture brand construction of Shangluo under the background of all-for-one tourism

商洛地处秦岭南麓,古为商鞅封邑,凭借悠久的历史文化资源、丰富的红色资源和生态旅游资源,全域旅游发展迅速。“秦岭最美是商洛”和“中国气候康养之都”品牌影响力逐步提升,商洛被誉为秦岭里最美的地方。但在全域旅游背景下,商洛旅游文化品牌建设还存旅游文化产品支撑不够、旅游文化资源挖掘不深入、旅游文化品牌传播渠道狭窄和旅游服务体系不健全等问题,应依托商洛旅游文化资源优势从旅游文化产品支撑、特色文化资源挖掘、品牌宣传渠道和旅游产业要素构建等方面全面发力,提升商洛旅游文化品牌知名度,打造特色旅游文化品牌,推动区域旅游产业跨越式发展。

Shangluo was located in the southern foothills of the Qinling Mountains.It was named Shangyang in ancient times.With its long historical and cultural resources,rich red resources and eco-tourism resources,all-for-one tourism had developed rapidly.The brand influence of“Qinling is the most beautiful in Shangluo”and“China’s Climate and Health City”was gradually increasing.Shan⁃gluo was known as the most beautiful place in Qinling Mountains.However,Shangluo’s tourism cultural brand construction still had problems such as insufficient support of tourism cultural products,in-depth exploration of tourism cultural resources,narrow channels of tourism cultural brand dissemination,and imperfect tourism service system under the background of all-for-one tourism.It should enhance Shangluo tourism cultural brand awareness,build characteristic tourism cultural brand,and promote the leapfrog develop⁃ment of the regional tourism industry by relying on Shangluo’s advantages in tourism cultural resources and making all-round efforts from the tourism cultural product support,characteristic cultural resources mining,brand publicity channels and tourism industry ele⁃ments construction.