镇江旅游业发展策略探讨

A Discussion on the Development Strategy of Zhenjiang Tourism

镇江有着发展旅游业的优越条件,旅游业也较早地被确定为镇江的支柱产业。但现实中镇江旅游业存在诸多问题:产业地位不高、城市形象模糊、无金牌产品、旅游接待能力不强等。为此,必须根据镇江的实际情况,制定切实可行的旅游业发展策略,如特色产品策略、资源整合策略、市场导向策略、城市功能旅游化策略、形象驱动策略、市场联动策略等,以此推动镇江旅游业的发展。

Zhenjiang has rich resources to develop its tourism and as a result has long decided on tourism as one of its prop industries. Yet despite all these, a number of problems do exist in Zhenjiang tourist industry, such as a low status among industries, a vague city image, no leading tourist products and weak reception capability. So it is urgent to formulate a set of tourism development strategies in accord with Zhenjiang′s reality, among which might be the strategy of products with Zhenjiang characteristics, integration of resources, market orientation, city function going around tourism, image clarification strategy, market coordination strategy.