摘要
实现自我的需求、生态回归的文化势差、农业文化的多样性、品牌的追求,是乡村生态旅游的文化品牌的形成机制,比较优势和特色、开发主体的确立,开发与保护关系、品牌延伸度都是影响乡村生态旅游持续发展的因素,针对我国在乡村生态旅游品牌建设与发展中存在一些问题和限制性因素,提出营造乡村生态旅游文化品牌的建议和措施:明确政府的职能,创新组织模式,加强生态管理,做好乡村生态旅游的层次性非平衡开发规划,实施生态旅游文化品牌营销战略,推动生态文化旅游的法规和标准建设等。
In this paper, the mechanism of the culture brand marketing of rural ecological tourism depends on the demand of self-realization, culture potential difference, ecological reversion, diversity of rural ecosystem and pursueing to brand strategy. Some factors impacting the sustainable development of rural tourism are comparable advantage of regional characters, main body of exploiture, relation between exploiting and protection and the extension of brand etc.. Some countermeasures and suggestions are put forward to construct the cultural brand of the rural ecological tourism, such as, to innovate government capacity; to reinforce the eco-management and unbalance project and to carry out the brand marketing strategy and to build the regulation and criterion etc..
出处
《农业现代化研究》
CSCD
北大核心
2008年第1期81-84,共4页
Research of Agricultural Modernization
关键词
乡村生态旅游
文化品牌
营销
rural ecological tourism
cultural brand
marketing
