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伴随着旅游行业竞争的不断加剧,旅游地之间的竞争已经开始从产品层面向品牌层面过渡。众多旅游地斥重金利用各种途径进行品牌形象的塑造和宣传,然而效果并不尽如人意,究其原因还是很多旅游地没有很好把握旅游地品牌建设的原则,采取的建设策略有失偏颇。鉴于此。旅游业被誉为21世纪的朝阳产业,根据国务院发布的《关于加快发展旅游业的意见》,未来旅游业将是拉动我国经济持续发展的战略主导产业。自改革开放以来,我国旅游业发展迅速,连续多年保持在15%以上的增长速度,旅游业已经成为各个地区重
With the continuous competition in the tourism industry, the competition among tourist destinations has begun to transition from the product level to the brand level. Many travel resorts to heavy use of various ways to create and promote the brand image, but the effect is not satisfactory, the reason is that many tourist destinations do not have a good grasp of the principle of tourism brand building, the construction of a biased strategy . Therefore. Tourism is honored as the sunrise industry in the 21st century. According to the “Opinions on Accelerating the Development of Tourism” issued by the State Council, the future tourism industry will be the strategic leading industry that will drive the sustained economic development of our country. Since the reform and opening up, China’s tourism industry has developed rapidly, maintaining a growth rate of 15% or more for many years in a row. Tourism has become a