安徽旅游演艺品牌竞争力提升路径研究  

A Study on the Path to the Promotion of Tourism Performing Arts Brand Competitiveness in Anhui Province

作　　者：史杜芳[1] SHI Dufang

机构地区：[1]安徽艺术职业学院人文学院,安徽合肥230601

出　　处：《芜湖职业技术学院学报》2023年第3期51-53,共3页Journal of Wuhu Institute of Technology

基　　金：徽省教育厅高校人文社会科学重点研究项目“基于沉浸式体验视角的非遗研学旅行产品开发现状分析及对策研究——以池州市为例”(项目号:2022AH052858);安徽省教育厅高校自然科学重点研究项目“基于SPSS分析的安徽省旅游演艺竞争力评价与提升对策研究”(项目号:KJ2021A1490)。

摘　　要：打造旅游演艺品牌是安徽创建旅游强省战略中的一个关键环节。安徽旅游演艺产业尚存在传播力小、创新度弱、商业依附强等品牌竞争力不足的问题。在旅游演艺产业齐力共谋发展的机遇下,安徽旅游演艺品牌应扩大品牌宣传力度、加大品牌创新力度、挖掘品牌文化资源,以增强品牌的传播属性、价值属性和文旅属性,提高安徽旅游业的综合竞争力。Creating tourism performing arts brands is a key link of Anhui’s strategy of building a strong tourism province.At present,the tourism performing arts industry in Anhui has such weaknesses as low-level brand communication,weak brand innovation and strong brand commercial dependence.It is proposed to expand brand publicity,increase brand innovation and tap into brand cultural resources for Anhui tourism performing arts brands in face of the opportunity that the nationwide tourism performing arts industries seek the common development,so as to strengthen communication attributes,value attributes and cultural tourism attributes of brands and enhance comprehensive competitiveness of tourism in Anhui Province.

关 键 词：旅游演艺 品牌宣传 品牌创新 文旅融合 品牌竞争力 

分 类 号：F590.3[经济管理—旅游管理]