全域旅游背景下商洛旅游文化品牌建设研究  

Research on tourism culture brand construction of Shangluo under the background of all-for-one tourism

作　　者：刘龙龙 郭文杰 杨瑛娟 LIU Long-long;GUO Wen-jie;YANG Ying-juan(Faculty of Economics and Management,Shangluo University,Shangluo 726000,Shaanxi,China;The New Style Think Tank of Shaanxi Universities Shangluo Development Research Institute,Shangluo 726000,Shaanxi,China;Public Science Quality and Innovation Development Research Center of Shangluo in Shaanxi,Shangluo 726000,Shaanxi,China)

机构地区：[1]商洛学院经济管理学院,陕西商洛726000 [2]陕西高校新型智库商洛发展研究院,陕西商洛726000 [3]陕西省商洛公众科学素质与创新发展研究中心,陕西商洛726000

出　　处：《湖北农业科学》2022年第16期243-246,共4页Hubei Agricultural Sciences

基　　金：陕西省教育厅重点科研项目(20JZ045);陕西省哲学社会科学基金项目(2018D44);陕西省哲学社会科学重大理论与现实问题研究项目(22YB-0056)。

摘　　要：商洛地处秦岭南麓,古为商鞅封邑,凭借悠久的历史文化资源、丰富的红色资源和生态旅游资源,全域旅游发展迅速。“秦岭最美是商洛”和“中国气候康养之都”品牌影响力逐步提升,商洛被誉为秦岭里最美的地方。但在全域旅游背景下,商洛旅游文化品牌建设还存旅游文化产品支撑不够、旅游文化资源挖掘不深入、旅游文化品牌传播渠道狭窄和旅游服务体系不健全等问题,应依托商洛旅游文化资源优势从旅游文化产品支撑、特色文化资源挖掘、品牌宣传渠道和旅游产业要素构建等方面全面发力,提升商洛旅游文化品牌知名度,打造特色旅游文化品牌,推动区域旅游产业跨越式发展。Shangluo was located in the southern foothills of the Qinling Mountains.It was named Shangyang in ancient times.With its long historical and cultural resources,rich red resources and eco-tourism resources,all-for-one tourism had developed rapidly.The brand influence of“Qinling is the most beautiful in Shangluo”and“China’s Climate and Health City”was gradually increasing.Shan⁃gluo was known as the most beautiful place in Qinling Mountains.However,Shangluo’s tourism cultural brand construction still had problems such as insufficient support of tourism cultural products,in-depth exploration of tourism cultural resources,narrow channels of tourism cultural brand dissemination,and imperfect tourism service system under the background of all-for-one tourism.It should enhance Shangluo tourism cultural brand awareness,build characteristic tourism cultural brand,and promote the leapfrog develop⁃ment of the regional tourism industry by relying on Shangluo’s advantages in tourism cultural resources and making all-round efforts from the tourism cultural product support,characteristic cultural resources mining,brand publicity channels and tourism industry ele⁃ments construction.

关 键 词：全域旅游 旅游文化品牌 品牌建设 商洛市 

分 类 号：F59[经济管理—旅游管理]