“神秘湘西”旅游品牌核心价值的构建理念

随着"神秘湘西"旅游品牌吸引力的逐渐增强,及湘西各景点纷繁杂乱、各自为阵的问题不断凸现,关于如何打造作为地域总品牌的"神秘湘西"的品牌核心价值,并把各个设计理念不统一的景点收敛在一个统一的品牌内涵和定位中,从而进一步提升湘西旅游品牌的魅力和竞争力,日益成为当前湘西旅游产业进一步发展亟待解决的紧迫问题。所以要从湘西历史文化根籁中,寻找出"巫傩化的民俗风情"这一品牌核心理念,并把它作为构建湘西旅游品牌核心价值的总理念。

The Concept of Improving Core Value in Building "Mysterious Xiangxi" (West Human) Tourism Brand

With the strengthened attraction of the "Mysterious Xiangxi"(west Human)tourism brand,there also appear some problems such as disorganization in certain scenic spots in Xiangxi.How to improve the core value of the "mysterious Xiangxi",assumed as a general brand for the whole area,and unify all scenic spots into one brand to promote their competitive ability has become an urgent issue to develop Xiangxi's tourism.This paper attempts to explore the brand core value of "wizard folk custom ",extractted from the local history and culture to generalize Xiangxi's brand core value.