摘要
红色旅游是近两年在我国兴起的一种新的旅游形式。在今天品牌竞争日益激烈和品牌整合不断加剧的大背景下,红色旅游要在旅游市场中争得一席之地,实现健康、持续、快速的发展,品牌化与品牌整合是其发展的必经之路和必然趋势。品牌化与品牌整合有利于红色旅游全面参与旅游市场竞争和提升市场竞争力。文章从区域的角度对我国红色旅游品牌整合的动因、障碍、目标与运作模式等进行了探析。
Red tourism a new thpe of tourism in China in recent years, In the context of the fierce competition and the frequent integration of brand, the brand integration, which is beneficial for red tourism to take part in the competition of touriam manet and to enhance the competitiveness, is the essential road and trend of the development of red tourism： so that red tourism gain more share of the market and achieve the healthful, sustainable and rapid development. From regional＇ standpoint, the paper probes into the stimulus, the barriers, the objects and the operation framework for the brand integration.
出处
《怀化学院学报》
2006年第3期62-65,共4页
Journal of Huaihua University
基金
2005年度湖南省科学基金项目"韶山
花明楼
乌石红色旅游发展竞争与协作问题研究"的阶段性成果。项目编号:05ZC47。
关键词
区域
红色旅游
品牌整合
品牌形象
regional red tourism
brand integration
the image of brand
