县域旅游品牌的发展策略与路径——以增城市为例

县域旅游业是我国区域旅游的主要竞争主体之一,而县域旅游品牌的建设是主要的竞争工具之一,集中体现了县域旅游业的开发成果和发展水平。广州增城市发展县域旅游业成效显著,其发展具有较好的借鉴价值。增城市通过大力发展旅游经济,已逐步形成富有特色的以"荔乡仙境生态健康游"为主品牌的县域旅游品牌体系,其品牌内涵逐渐丰富和饱满,已进入了品牌发展阶段,但也存在品牌核心价值不突出,独特性不够等问题。针对其品牌建设中存在的问题,提出了不断完善品牌体系、加强区域合作等县域旅游品牌建设的对策措施。

Development strategy and route for the county-level tourism brand: taking Zengcheng for example

Zengcheng City,through huge tourism development,has gradually formed a brand-based inter-county tourism system embodied in an ecologically healthy lychee wonderland tour,whose implications are increasingly rich and meaningful and whose tourism industry has developed into a brand-based stage from a product-oriented stage.However,its core values are neither outstanding nor unique.As for the issues of hampering the brand-based development,the article has proposed inter-county tourism development measures like the gradual perfection of a brand-based system and the solidification of regional cooperation.