摘要
改革开放以来,人民群众的生活水平显著提升,对于物质、精神方面的需求也与日俱增,人们更加追求心灵的满足感,在这种情况下,能给人们提供心灵补给的文化产业和旅游产业得以蓬勃地发展,我国逐渐掀起文化旅游浪潮。本文所要探讨的问题是在当今文旅融合的趋势下,如何利用旅游景区自身蕴含的文化资源,尤其是特色文化遗产资源来塑造景区品牌形象,以及如何通过景区品牌构建更好地对景区进行宣传,进一步提升旅游竞争力。
Since the reform and opening up,the living standard of the people has improved significantly,and the demand for material and spiritual aspects is also increasing day by day,and people are more in pursuit of the satisfaction of the soul,in which case,the cultural industry and tourism industry that can provide people with spiritual supplies have been developed vigorously,and a wave of cultural tourism has gradually been set off in China.The issue to be explored in this study is how to use the cultural resources advantages contained in scenic spots,especially the characteristic cultural heritage resources to shape the scenic spot brand image,and how to better promote the scenic spot through the scenic spot brand building to further enhance the competitiveness of tourism in today's society under the background of the integration of culture and tourism.
作者
夏雨婷
周威
XIA Yuting;ZHOU Wei(Guilin University of Electronic Technology,Guilin 541004,China)
出处
《鞋类工艺与设计》
2024年第12期33-35,共3页
SHOES TECHNOLOGY AND DESIGN
关键词
旅游景区
品牌形象
品牌塑造
tourist attractions
brand image
brand building
