国内文化旅游品牌研究:回望与启示  

Retrospection and Enlightenment of Domestic Cultural Tourism Brand Research

作　　者：刘嘉毅[1,2] 

机构地区：[1]湖南科技大学管理学院,湖南湘潭411201 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《北京第二外国语学院学报》2013年第5期71-77,共7页Journal of Beijing International Studies University

基　　金：国家社科基金重点项目(10AZD028);上海财经大学研究生创新基金项目(CXJJ-2012-344)联合资助

摘　　要：打造文化旅游品牌是各地区促推文化旅游发展的普遍选择。通过文献研究法,对国内文化旅游品牌相关文献进行梳理,发现研究内容主要聚焦于文化旅游品牌的内涵及效应与价值分析、文化旅游品牌塑造、文化旅游品牌传播、文化旅游品牌冲突与解决途径、文化旅游品牌支持系统、文化旅游品牌运营与开发模式、文化旅游品牌资产测度与价值评价体系等内容。概念的统一界定、相关逻辑关系的梳理、品牌生态方法的引入是未来研究的趋势与方向。Building cultural tourism brand is a common choice to push the development of regional cultural tourism. By the review of related domestic literature in cultural tourism brand, this article finds that current researches have mainly focused on the following areas： cultural tourism brand connotation and its effect as well as value analysis, cultural tourism brand shaping, cultural tourism brand commnnication, cultural tourism brand conflict and solutions, cultural tourism brand supporting system, cultural tourism brand operation and development modes, cultural tourism brand assets measurement and value evaluation system, etc. The unity of the relevant concept definition, the clarification of related logical relationship,and the introduction of brand ecological method are the future research trends and directions.

关 键 词：文化旅游品牌 文化旅游 回望 启示 

分 类 号：F59[经济管理—旅游管理]