摘要
文化营销是旅游产业集群发展的利器,文化营销对旅游产业集群发展具有吸引、维持稳定和品牌建设的重要功能。应从文化营销与旅游产业集群交互关系的角度,构建旅游产业集群的文化营销机制。文化内涵的构建是旅游产业集群创新发展的基础,通过文化传递和进一步的文化整合实现文化营销的升华,并进一步实现文化营销对旅游产业集群发展的引领和飞跃。旅游产业集群的文化营销机制是一个紧密相关、层层递进的体系,在旅游文化与旅游产业集群的交互作用中实现旅游产业的创新和可持续发展。
Cultural marketing is one of effective means for developing tourism industry cluster, which mainly functions as attracting, maintaining and brand-building. This paper suggests possible ways to construct a cultural marketing mechanism from the perspective of interactive relation between cultural marketing and tourism industry clusters. Cultural connotation is the basis of innovative development of tourism industry clusters. Through cultural transmission and further integration, we can realize the perfection of cultural marketing, as well as historical breakthroughs in cluster development under the guidance of the cultural promotion. The cultural marketing mechanism of tourism industry cluster is a closely-knit and gradational system, which helps achieve innovation and sustainable development of tourism industry in the interaction between its culture and the cluster.
出处
《广西财经学院学报》
2013年第1期116-119,共4页
Journal of Guangxi University of Finance and Economics
关键词
文化营销
旅游产业集群
交互作用
文化引领
cultural marketing
tourism industry clusters
interaction
culture guidance
