我国乡村旅游地品牌化发展的现实困境与突围路径  

Realistic Dilemma of the Branding Development of Rural Tourism Destinations in China and Its Breakthrough Path

作　　者：刘笑明[1] 叶晶晶 LIU Xiao-ming;YE Jing-jing(School of Economics and Management, Xi’an Shiyou University, Xi’an, Shanxi 710065, China)

机构地区：[1]西安石油大学经济管理学院,陕西西安710065

出　　处：《台湾农业探索》2021年第1期47-51,共5页Taiwan Agricultural Research

基　　金：陕西省软科学研究计划项目(2017KRM201);陕西省社会科学基金项目(2017S027)。

摘　　要：【目的/意义】对我国乡村旅游地品牌化发展问题进行深入分析,以期为区域乡村旅游竞争力提升提供科学依据。【方法/过程】基于乡村旅游地品牌化的理论内涵,分析了我国乡村旅游地品牌化发展存在问题及原因,结合乡村旅游产业发展面临的新形势,探讨了乡村旅游地品牌化突围的基本路径。【结果/结论】研究结果显示,品牌化经营的意识不足、顶层设计缺失、发展思路不清、发展能力不高等是目前我国众多乡村旅游地品牌化发展面临的现实困境,认为“以市场为导向,以定位为基础,以产品为核心,以传播为要务,以政府为主导,以企业为主体,以管理为关键”是乡村旅游地实现品牌化突围的基本路径。【Objective/Meaning】An in-depth analysis on the branding development of rural tourism destinations in China was made in this paper, so as to provide a scientific basis for the promotion of regional rural tourism competitiveness. Based on the theoretical connotation of the branding of rural tourism destinations in China, the existing problems and causes of the branding development of rural tourism destinations in China were analyzed, and the basic paths for the breakthrough of the branding of rural tourism destinations were discussed in combination with the new situation of the development of rural tourism industry.【Methods/Procedures】The research results showed that the lack of the awareness of brand management, the lack of top-level design, the unclear development ideas and the poor development ability were the realistic difficulties faced by the branding development of many rural tourism destinations in China at present.【Results/Conclusions】Therefore, it was believed that “taking the market as the orientation, the positioning as the base, the product as the core, the communication as the priority, the government as the leading, the enterprises as the main body, and the management as the key” were the basic paths for rural tourism destinations to achieve the breakthrough of branding.

关 键 词：品牌化 乡村旅游 乡村旅游地 乡村旅游品牌 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]