公共财政支持下的海南旅游品牌塑造模式研究

摘要

海南是经国家批准建设的国际旅游岛，担负着探索新旅游经济发展模式的重任。海南旅游发展须树立品牌意识，不断丰富品牌内涵。在塑造旅游品牌时，须对推动旅游品牌发展的动力源进行分析，界定准确的品牌内涵和外延，提出品牌发展措施，以图快速提高品牌竞争力。%Hainan,a state-authorized international tourism island destination under construction, is supposed to take the lead in pursuing new models of tourism development.To stimulate Hainan's tourism, it is a must to raise an awareness of brand building and keep in pace with the efforts to enrich brand connotations.As opined, to build tourism brands, efforts should be made to analyze the impetus of tourism brands building, to properly define both the connotations and denotations of those brands, and to take measures to enhance their competitiveness.