黑龙江林区夏季旅游品牌形象建设问题研究

摘要

黑龙江省地处东北部边疆,是国家重点林区。黑龙江林区依托其丰富的森林旅游资源是发展冬季冰雪旅游和夏季避暑旅游的主要阵地。冬季冰雪旅游开发较早也较成熟,夏季休闲避暑旅游开发较晚,相对滞后。确立黑龙江省夏季旅游发展的品牌,提升目的地形象,大力发展林区特色夏季旅游产品,提高市场竞争力,已经成为黑龙江林区夏季旅游发展亟需解决的问题。本文全面分析了黑龙江林区夏季旅游的发展状况,通过数据指标的分析,指出黑龙江林区发展夏季旅游是林区转型的有效途径。黑龙江林区夏季旅游又好又快的发展必须以目的地形象战略为核心,通过形象定位、策划和传播打造独特的夏季旅游形象。在林区夏季旅游品牌建设上可以通过深度开发避暑品牌,充分挖掘生态品牌和全面拓展特色品牌来推进。%Heilongjiang province lies in the border of northeast China,and is the key national forest area.Winter ice and snow tourism and summer resort tourism are the two trump cards for the tourism development in Heilongjiang province,while the forest areas are the main destinations.The development on winter ice and snow tourism is earlier and mature;however,the development on summer resort tourism is relatively later.Therefore,it is necessary to establish the brand of summer tourism and vigorously develop the summer tourism products in the forest area in order to improve the market competitiveness of summer tourism.In this paper,a comprehensive analysis on the development status of the summer tourism in the forest regions of Heilongjiang province was conducted.Data analysis indicated that the development of summer tourism in Heilongjiang forest region is the effective way of economic transition.The rapid and healthy development of the summer tourism should depend on the destination image strategy,including image positioning,planning,and communication.In addition,the summer tourism brand can be constructed through the depth development of the summer holidays brand,sufficient mining ecological brand,and promoting the comprehensive development of the characteristics brand.