摘要
旅游目的地品牌是一种文化力和巨大的无形资产,历史文化、人文景观、民俗风情、宗教文化、艺术文化等要素是旅游目的地品牌形成的主要要素。真实性、专属性、导向性、美誉性、认同性等原则是旅游目的地品牌定位的基本准则,在对旅游目的地品牌进行定位中,应遵循一定的操作程序,做到规划先行、征求意见、最终确定品牌并广泛地开展品牌宣传。
The trademark of traveling destination is a kind of cultural force and intangible asset. The main factors of trademark of traveling destination include historical culture, humanities and landscape, folk customs, religious culture, art culture and so on. Factuality, exclusivity, directivity, good fame and identity arc the basic benchmark of trademark position of traveling destination. In the process of trademark position of traveling destination, we should according to some operating procedures, i.e. planning first, then soliciting opinions, and last determining the tradmark and propagating the trademark intensively.
出处
《边疆经济与文化》
2005年第12期1-4,共4页
The Border Economy and Culture
关键词
旅游目的地
品牌
研究
Traveling Destination
The Trademark Position
Research
