论湖南旅游品牌建设

论湖南旅游品牌建设
 
摘要：湖南旅游历史源远流长，湖湘文化光辉灿烂，名人英杰辈出不穷，名胜古迹珍奇瑰丽，山水风光壮丽秀美，革命圣地驰名中外，民族民俗风情古朴淳厚。 2005年湖南提出了“人文潇湘，山水湖南”这个旅游口号，但由于种种原因，仍然没能形成自己的旅游品牌。如何加快湖南省旅游业的发展，建立起知名的旅游品牌则成为摆在建设者面前的1个重要问题。本文在研究湖南省旅游资源现状、剖析湖南省在旅游品牌定位、产品形式以及旅游市场开拓的基础上，提出湖南省必须建立起营销观念、确定明确的品牌形象定位、深挖湖南旅游产品的内涵的战略措施，以此来加快推动湖南旅游品牌建设。

关键词：湖南旅游；品牌建设；张家界；红色之旅

Research on Hunan Traveling Brand Construction
 
Abstract: Hunan traveling history is very long, the Hunan Culture achieves very much, the celebrity is not poor, the historical Sites is rare and luxurious , the Landscape scenery is magnificent, revolutionary holy sites are famous in China and foreign country, and the National Folk Culture is simple and honest. In 2005 , the traveling slogan ----“humanities deep and clear Hunan, scenery Hunan” is proposed. But because of many reasons, Hunan has not still been able to form the own traveling brand. How to speed up the Hunan Province tourism’s development to establish the well-known traveling brand has become an important question which the erector is able to face with. This article has studied the Hunan Province traveling resources’ present situation and has discovered the Hunan brand localization, product form as well as the traveling market. Thus the Hunan Province has to strike up the marketing idea, determine the explicit brand image localization, deep cut the Hunan traveling product, which will do good to the Hunan traveling brand construction.

Keywords : Hunan tourism; brand image localization; Zhangjiajie; red traveling

中国大学排名