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中国入世和北京申奥成功,为中国旅游业的发展提供了巨大的发展空间。旅游这一被誉为永不衰落的朝阳产业正成为各地政府关注的新的经济增长点,同时,以争夺游客第一目的地的竞争也如火如荼。作为老牌的旅游大省,在新的竞争中能否胜出,并继续保持其品牌号召力,已成为江苏旅游发展的瓶颈。当前,江苏旅游发展最突出的问题是:旅游资源分散;缺少新的有号召力的亮点;整体形象不统一。总之,江苏旅游的整体品牌形象日趋弱化,亟待整合与提升。
China’s accession to the WTO and Beijing’s successful bid for the Olympic Games have provided tremendous room for development for the development of China’s tourism industry. The tourism industry, which is praised as never-ending sunrise industry, is becoming a new economic growth point of concern to all local governments. At the same time, competition for the first destination of tourists is also in full swing. As a veteran tourism province, won in the new competition and continue to maintain its brand appeal, has become the bottleneck of tourism development in Jiangsu. At present, the most prominent problems in the development of tourism in Jiangsu are: the scattered tourism resources; the lack of new bright spots with appeal; the overall image is not uniform. In short, the overall brand image of tourism in Jiangsu is increasingly weakened and needs to be consolidated and upgraded urgently.