昆明市万溪冲旅游品牌构成要素研究

Study on the Components of Wanxichong Tourism Brand in Kunming

摘要: 近年来，旅游业已成为云南省重要的支柱产业，昆明得天独厚的地理区位与相对较高的居民收入优势使得它周边的乡村旅游表现出极强的生命力和发展潜力，但总体上乡村旅游还处于初级阶段。随着昆明市乡村旅游竞争火热化，乡村旅游经营者因人力、物力、财力、知识等客观原因的限制，对乡村旅游的开发只是简单的雷同复制，千篇一律的乡村旅游已无法满足旅游者多元化的需求，影响乡村旅游地的可持续发展。因此，为突出乡村旅游目的地的特色化内涵与差异性，提高旅游目的地品牌的核心竞争力是本论文研究的切入点。论文以呈贡万溪冲为案例点，从旅游者的视角，探讨昆明市万溪冲的乡村旅游品牌构成要素，通过问卷调查、收集数据和归纳总结对旅游目的地品牌的建立进行了定性分析和定量分析，提出万溪冲旅游品牌的构成要素并构建了模型，并据该模型提出从多方面塑造万溪冲旅游品牌形象、重视旅游品牌的管理、注重万溪冲旅游的服务和设施建设、万溪冲旅游品牌的建立应有主次之分、开展丰富多彩的活动和旅游产品等五点建议。

Abstract: In recent years, tourism has become an important pillar industry in Yunnan Province. Kunming’s unique geographical location and relatively high income of residents make its surrounding rural tourism show a strong vitality and potential for development, but on the whole, rural tourism is still in its infancy with the fierce competition of rural tourism in Kunming, because the rural tourism op-erators lack of manpower, material and financial resources, knowledge and other objective reasons. The duplicate rural tourism has been unable to meet the diversified needs of tourists, and even af-fects the sustainable development of rural tourism destination. Therefore, in order to highlight the characteristics and differences among the rural tourism destinations, improving the core competi-tiveness of tourism destination brand is the breakthrough point of this paper. The paper takes Wanxichong as the research site, and discusses the elements of rural tourism brand in Wanxichong from the view of the tourists. This research used the methods of questionnaire survey, data collec-tion and summarization to analyze the process of building tourism brand and listed the elements of Wanxichong tourism brand and built the model of it. According to the model, it put forward five suggestions: shaping Wanxichong tourism brand in multi-dimension, focusing on the management of the tourism brand, focusing on the tourism service and infrastructure, the process of building Wanxichong tourism brand should be divided into primary part and secondary part, organizing a variety of activities and developing more tourism products.