论政府在区域旅游品牌构建中的作用--以珠三角为例

区域旅游品牌是指将某一个区域当作一个旅游产品,它能给旅游者带来某种独特的精神享受。它通过旅游产品/服务、旅游服务人员、旅游环境和营销交流四个品牌传达要素来传播,政府在其中所扮演的角色分别是规划者、引导者、规范者和主导者。在珠三角区域旅游品牌塑造过程中,政府更应该在区域旅游品牌支撑力、动态旅游形象传播力、综合旅游竞争力、品牌的系统与持续推广力等方面发挥作用。

On the Role of a Government in the Brand Building of Regional Tourism--with the Pearl River Delta as an Example

We engaged in the project-the Research On the Development of the Tourism Products in Central Cities in Pearl River Delta(PRD)-entrusted by the Guangdong Province Travel Bureau from April to July, 2005. We investigated some cities in PRD, such as Guangzhou, Shenzhen, Zhuhai, Foshan, Zhongshan, Dongguan, Huizhou, Jiangmen and Zhaoqing. In the course of the investigation, we found that though regional cooperation has been formed in PRD, the regional tourism brand has still not been built. Of course, there are many reasons. But what we should pay the most attention to is that the government has not yet put into full play its public functions, so that the building of the regional tourism brand is restricted. On the basis of the investigation, the paper analyzes the conception of the regional tourism brand and the strategy process, and the role that government plays in the brand-building of regional tourism. Several perspectives and figures emphasize the government is essential who plans, guides, standardizes and leads the establishment of the regional tourism brand. This article explains how the government supports the regional tourism brand, spreads the tourism dynamic image and synthesizes the tourism competition, brand-system and brand-persistent expansion.At last, the thesis discusses its possible functions in addressing the challenges and problems that may arise from such an effort in the case of the Pearl River Delta.