Abstract:

The modern tourism market has entered into a competition with core brand. The tourism brand is a vital property of regional tourism development. The brand strategy is a necessary choice to develop tourism. During brand strategy, the theme brand is a key point, and the tourism image must come into prominence. This paper, based on a case study on Xinxiang city, presents the tourism theme, image construction and slogan to develop the local tourism industry.

Key words:

Locus; brand; theme enforcement; image construction; Xinxiang city

摘要：

现代旅游市场已经进入以品牌为核心的竞争阶段，旅游地品牌是区域旅游发展的重要资产，实施品牌战略已成为当今旅游开发新的趋势和必然选择。而在品牌战略实施过程中，品牌主题的强化是关键，旅游地形象的构建一定要突出品牌的主题。以新乡市为例，其旅游地主题品牌可以考虑设计“牧野神韵”旅游形象理念，以牧野神韵为主题整合旅游资源，以“浴乎牧野古风，醉乎太行山水”为宣传口号，萃聚旅游形象的丰富内涵，达到强化旅游地品牌主题的目的，推动旅游产业长足发展。

关键词: 旅游地；品牌；主题强化；形象构建；新乡市