北京航空航天大学学报(社会科学版) ›› 2014, Vol. 27 ›› Issue (3): 90-93,108.DOI: 10.13766/j.bhsk.1008-2204.2013.0604

• 经济与管理 • 上一篇    下一篇

基于旅游软实力的县域旅游品牌构建——以浙江衢江为例

金运成   

  1. 浙江外国语学院, 浙江 杭州 310012
  • 收稿日期:2013-09-10 出版日期:2014-05-25 发布日期:2014-05-28
  • 作者简介:金运成(1965—),男,浙江兰溪人,副研究员,研究生学历,研究方向为教育文化.
  • 基金资助:
    2012年度浙江省哲学社会科学规划立项重点课题(12YD20Z)

Soft-Power Based Brand Building of County Tourism Travel:A Case Study of Qujiang, Zhejiang

Jin Yuncheng   

  1. Zhejiang International Studies University, Hangzhou 310012, China
  • Received:2013-09-10 Online:2014-05-25 Published:2014-05-28

摘要: 当今县域旅游品牌建设陷入困境。为促进中国县域旅游业健康发展,对浙江衢江旅游业进行深入调研和SWOT分析,指出县域文化观念相对滞后、文化资源总体水平不高、文化建设人才缺乏等问题既阻碍了县域文化的发展,也影响到衢江旅游业的进一步发展。因此,以旅游品牌构建为目的的旅游软实力培育是提高衢江旅游业区域竞争力的关键,应在观念、战略、路径、资源等方面努力,使旅游软实力促进县域旅游品牌的建设。

关键词: 旅游软实力, 县域旅游品牌, 县域文化观念, 县域文化资源, 区域竞争力, 衢江

Abstract: The current construction of county tourism branding remains stagnant. To solve the problem and promote the healthy development of county tourism in China, a research on the tourism industry in Qujiang is made and a SWOT analysis is conducted. Based on the result of the research, the paper finds that the deterrents for the development of the county culture include the lagging culture outlook, the poor culture resources and the lack of talents for culture operation, which influenced the further development of tourism industry in Qujiang. The paper proposes that it adopt soft-power based brand building to improve the competitiveness of tourism in Qujiang with a focus on concept, strategy, solutions and resources.

Key words: tourism soft power, county tourism branding, county culture concept, county culture resources, regional competitiveness, Qujiang

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