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我国旅游业在改革开放的进程中高速成长,已经成为我国最具活力的一大产业和国民经济新的增长点。自20世纪90年代中期开始,旅游业迎来了品牌经营时代。旅游产业经历了资源驱动、产品驱动之后进入形象驱动阶段,形象力成为旅游的核心竞争力。对接国家发展特色小城镇的历史机遇,小镇旅游在国家推进特色小镇的建设中一定大有用武之地,随着国内外旅游竞争加剧,旅游的品牌化日益重要。本文着重论述小镇旅游品牌塑造的必要性及对应策略。
The rapid growth of China’s tourism in the process of reform and opening up has become a new growth point for China’s most dynamic major industry and national economy. Since the mid 90s of the 20th century, tourism has ushered in the era of brand management. Tourism industry has experienced resource-driven, product-driven into the image-driven stage, the image of force to become the core competitiveness of tourism. Docking the historical opportunity of developing small cities and towns with special characteristics in our country will make a great contribution to the promotion of town development in the country. With the intensification of tourism competition both at home and abroad, the tourism brand becomes more and more important. This article focuses on the necessity and corresponding strategy of shaping the tourism brand in the town.