論湖南旅游品牌建設

論湖南旅游品牌建設

畢業論文

論湖南旅游品牌建設
 
摘要：湖南旅游歷史源遠流長，湖湘文化光輝燦爛，名人英杰輩出不窮，名勝古跡珍奇瑰麗，山水風光壯麗秀美，革命圣地馳名中外，民族民俗風情古樸淳厚。 2005年湖南提出了“人文瀟湘，山水湖南”這個旅游口號，但由于種種原因，仍然沒能形成自己的旅游品牌。如何加快湖南省旅游業的發展，建立起知名的旅游品牌則成為擺在建設者面前的1個重要問題。本文在研究湖南省旅游資源現狀、剖析湖南省在旅游品牌定位、產品形式以及旅游市場開拓的基礎上，提出湖南省必須建立起營銷觀念、確定明確的品牌形象定位、深挖湖南旅游產品的內涵的戰略措施，以此來加快推動湖南旅游品牌建設。

關鍵詞：湖南旅游；品牌建設；張家界；紅色之旅

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

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