雷州半岛南珠文化旅游品牌营销策略探讨  

Marketing Strategy of Pearl Culture Tourism Brand in Leizhou Peninsula

作　　者：王立安[1] 蔡玉蓉[1] 

机构地区：[1]广东海洋大学经济管理学院,广东湛江524088

出　　处：《安徽农业科学》2016年第19期191-193,207,共4页Journal of Anhui Agricultural Sciences

基　　金：广东海洋大学创新强校工程科研项目(GDOU2013050251);广东海洋大学博士科研启动项目(E11097);广东省哲学社会科学规划项目(GD12YGL04);广东省哲学社会科学规划项目(GD13CYJ13);广东省高校优秀青年教师培养计划项目(Yq2014001);广东省自然科学基金(2014A030313603)

摘　　要：雷州半岛地区所产珍珠品质最佳,南珠采捕文化在历史流转中逐渐与当地民族文化融为一体,形成了这一地区独有的南珠文化。笔者通过问卷调查和实地访问等方法剖析了当前南珠旅游发展现状,探讨发展南珠旅游的制约因素,并从南珠旅游线路设计、南珠旅游产品开发与品牌设计等若干方面提出未来发展的方向,以期在发展该地区滨海旅游业的同时,使南珠文化发扬光大,真正实现社会效益、经济效益与环境效益的统一。Quality of pearls produced in Leizhou Peninsula is very good,and the collection of pearls has been gradually integrated into local ethnic culture to form unique pearl culture. In this study,based on a questionnaire survey and on-site visit,the current development of pearl tourism was analyzed,and the factors restricting the development of pearl tourism were discussed. Moreover,the development directions of pearl tourism in future were proposed from the aspects of route design,product development and brand design,so as to carry forward pearl culture during the process of developing coastal tourism to truly realize the unity of social,economic and environmental benefits.

关 键 词：南珠文化 雷州半岛 文化旅游 品牌营销 

分 类 号：F590.8[经济管理—旅游管理]