当前徐州在开发旅游资源的进程中遇到了诸多误区,致使未达到真正意义的“品牌旅游资源”。笔者从品牌的角度对徐州旅游资源加以分析,归纳出可作为品牌的几类旅游资源,他们存在着市场定位不准确、核心价值不清晰、宣传力度不够和缺乏统筹规划等突出问题。笔者针对这些问题提出了自己的一些想法和建议。 At present, Xuzhou encountered many misunderstandings in the process of developing tourism resources, resulting in “brand tourism resources” that did not reach the true meaning. From the perspective of brand, the author analyzes the tourism resources of Xuzhou and sums up several types of tourism resources that can be used as brands. There are some prominent problems such as inaccurate market orientation, unclear core values, inadequate publicity and lack of overall planning. The author put forward some of his own ideas and suggestions on these issues.