乡村振兴背景下淮河流域文化旅游竞争力评价研究——基于游客视角的阜阳市旅游品牌资产建构与推广

Research on the Evaluation of Cultural Tourism Competitiveness in the Huaihe River Basin under the Background of Rural Revitalization:Construction and Promotion of Tourism Brand Assets in Fuyang City from the Perspective of Tourists

淮河流域具有丰富的自然资源和人文景观,拥有悠久的历史文化和优美的乡村风景,发展文化旅游具有先天优势。乡村振兴背景下,流域城市积极打造淮河生态经济走廊,这给淮河文化的传承与保护带来契机。淮河流域城市之一的阜阳,有着发展淮河文化旅游得天独厚的优势与机遇。为深入贯彻习近平总书记考察安徽时以及在扎实推进长三角一体化发展座谈会上的重要讲话指示精神,建设区域性特色文化旅游目的地十分必要。基于游客视角,以提升阜阳市旅游品牌资产为研究目的,通过实证分析的方法把握阜阳市的旅游品牌打造和传播现状,以期实施全域旅游发展战略,促进文旅融合发展,加快构建充满活力、和谐有序的阜阳特色文化产业,提升城市在区域的知名度和影响力。

The Huaihe River is rich in cultural resources,and the development of cultural tourism has inherent advantages.The cities in the basin are also actively building the Huaihe River Ecological Economic Corridor,which brings opportunities for the inheritance and protection of Huaihe River culture.Fuyang,one of the cities in the Huai River Basin,has unique advantages and opportunities for developing Huai River cultural tourism.This article is based on the perspective of tourists and aims to enhance the tourism brand assets of Fuyang City.Through empirical analysis,the current situation of tourism brand building and dissemination in Fuyang City is grasped,with the aim of implementing a comprehensive tourism development strategy,promoting the integration of culture and tourism,accelerating the construction of a vibrant,harmonious and orderly Fuyang characteristic cultural industry,and enhancing the city's regional awareness and influence.