摘要
酒文化的主题旅游在国内可以说刚刚起步,实践案例较多,但理论研究很少,缺少对这一新兴旅游现象内在机制的深入探索,而且国人对酒自古以来争议不断,如何认识当前酒文化的发展趋势,发展酒文化旅游带动酒产业、社会饮酒风气的升级是一个亟须解决的课题。简要分析了旅游目的地营销的研究概况,提出酒文化旅游目的地"内生式"营销的基本内涵。在此基础上,以中国白酒金三角核心区、中国白酒之都宜宾为研究对象,分析其开展"内生式"营销的必要性、可行性及实施的一些基本途径,试图为宜宾酒文化旅游营销提供一种新的参考,也对国内有意打造或正在打造酒文化旅游的城市提供借鉴。
Liquor culture tourism just started at home . There were lots of practice cases but only a few theoretical researches on liquor culture tourism. We lacked the deep explorations on the inherent mechanism of such emerging travelling mode. Meanwhile, drinking is a controversial topic among Chinese since ancient times＇ which would certainly hinder the development of liquor culture tourism. Accordingly, the appropriate understanding of the development trend of liquor culture at present, the development of liquor culture tourism to promote the development of liquor-making industry, and the improvement of social drinking culture have to be settled urgently. In this paper, the research status of the mar-keting of travel destination was summed up, and the theory of endogenous marketing of liquor culture travel destination was put forward. Yibin, the core zone of Chinese Baijiu（liquor） golden triangle and the capital of Chinese Baijiu（liquor）, was taken as the example here. The necessity, the feasibility, and the methods of practicing endogenous marketing of Yibin were analyzed, which could provide useful reference for other cities in-tending to become liquor culture travel destinations.（Trans. by YUE Yang）.
出处
《酿酒科技》
北大核心
2014年第9期110-114,118,共6页
Liquor-Making Science & Technology
基金
四川省教育厅青年基金项目(11SB102)
四川省2013年第一批科技计划项目(软科学项目)(2013ZR0100)
关键词
宜宾
酒文化
旅游
内生式营销
中国白酒金三角
白酒
Yibin liquor culture tourism endogenous marketing Chinese Baijiu（liquor） golden triangle Baijiu（liquor）
