摘要
我国对遗产旅游以及相关的开发利用都制定了保护措施,然而针对遗产品牌价值的保护问题却一直缺乏相应的规定。加之世界遗产的公共资源属性而使我国许多地区出现企业争抢使用遗产品牌的混乱局面。为此,笔者通过相关网站对我国部分世界遗产品牌的使用状况进行搜索,并通过发放调查问卷等方式,对社会公众的世界遗产品牌认知情况和被企业使用后的态度等问题进行了抽样调查。通过统计软件的分析可以看出世界遗产品牌价值的使用已严重影响了世界遗产文化价值的传播、发展与实现,从而指出保护世界遗产品牌价值的必要性。最后,结合我国世界遗产品牌的使用现状提出了相应的保护策略。
World heritage is the common resource and treasure of the mankind, it heads for the world with the development of world heritage travel, and its own value is also rising. Its value does not only lie in the tangible material, but also in the intangible brand, which is endowed with cultural and historical value. China has sufficient protection measures about heritage travel, but lacks ones for the protection of brand value. What is more, world heritage by nature is a kind of public resource. China is now facing a chaotic situation in most regions that the brand of world heritage is being abused by many corporations. In order to further study the Problem, the authors first browse the web through some search engines for the application of titles related with certain world heritages. Then, through questionnaire, the authors try to research the public attitudes towards the use of some brands related to world heritages in China. The results clearly show that the abuse of world heritage brand has severely affected the extension, development, and realization of the culture value of these world heritages. Therefore protecting the brand value of world heritage is of great necessity. Finally, the authors propose a three-dimensional protective strategy involving governments, markets, and proprietors.
出处
《人文地理》
CSSCI
北大核心
2007年第5期110-113,共4页
Human Geography
基金
陕西省社会科学基金项目(06E021S)
关键词
世界遗产
品牌价值
保护
策略
world heritage
brand value
protection
strategy
