中文摘要：

旅游业是当今世界最具发展潜力的新兴产业之一。近20 a来,旅游业持续以高于世界经济增长的速度发展,成为全球最大的产业之一。现代旅游业正向品牌化竞争发展,品牌成为强化旅游景点差异化的有力手段。岱山湖风景区是合肥地区唯一具备良好度假条件的景区,被誉为合肥的“后花园”。目前景区在发展旅游品牌上存在一些问题,如品牌定位模糊、宣传推广不力等。通过对岱山湖风景区旅游品牌塑造的理论研究,为其塑造旅游品牌提供可行对策,进而提高岱山湖的品牌知名度和美誉度。

英文摘要：

Tourism is one of the most potential industries in the world. In the past 20 years, tourism has been developing at a higher rate than the world economy, and has become one of the largest industries in the world. With the development of modem tourism, the brand has become a powerful means to strengthen the differentiation of tourist attractions. Daishan Lake seenie area is the only scenic spot in Hefei, which is well known as the ＂back garden＂ of Hefei＂. At present, there are some problems in the development of tourism brand, such as brand positioning vague, lack of publicity and promotion, etc.. Based on the theory of tourism brand building of Daishan Lake seenie area, to provide feasible countermeasures for shaping tourism brand, improve the Daishan Lake brand awareness and reputation.