汉江襄阳段水文化旅游品牌形象策划与创意研究  

Study on Planning and Creativity of Water Culture Tourism Brand Image in Xiangyang Section of Hanjiang

作　　者：龙雨萍[1] 张中旺[1] 

机构地区：[1]湖北文理学院管理学院,湖北襄阳441053

出　　处：《湖北农业科学》2013年第8期1979-1982,共4页Hubei Agricultural Sciences

基　　金：湖北省软科学研究专项计划项目(2011DEB008);湖北省社会科学基金项目[(2010)275]

摘　　要：水文化是一种重要的旅游资源,城市水文化建设有助于加强城市水域景观的娱乐和休闲效果。襄阳作为滨水城市,其水文化旅游资源没有得到科学合理的利用,城市活力不足,滨江特色正在逐渐消失。通过对汉江襄阳段的水文化旅游资源进行研究,提出打造"水漾襄阳"旅游品牌形象及其旅游产品项目和形象宣传策略与创意,希望通过挖掘襄阳城市特色和汉江水文化的内涵,提升襄阳的城市形象和整体品味。The water culture is an important tourist resource,the construction of urban water culture was good for strengthening the entertainment and leisure effects of urban water landscape.As a waterfront city,the water cultural tourism resources in Xiangyang had not been used scientifically and reasonably,which caused a lack of vitality in the city.And the waterfront features had been gradually lost.Based on research of water culture tourist resources,the ＂watery Xiangyang＂ tourism brand image as well as the design of tourism program and propaganda strategy was put forward in the hope of enhancing the overall image and taste of Xiangyang by digging the characteristic of the city and water culture of Hanjiang.

关 键 词：汉江襄阳段 水文化 水域景观 旅游品牌 形象 创意 

分 类 号：F590.8[经济管理—旅游管理]