【正文】 destinations, studies have tended to concentrate on the formulation and presentation of brand images and messages while neglecting many social and cultural issues embedded in the branding exercise (Dredge amp。本文記錄了小型旅游企業(yè)的觀念，他們擔(dān)心自己缺乏對旅游影響的認(rèn)知，缺乏旅游可持續(xù)發(fā)展的觀點和區(qū)域性品牌的意識，還有就是一個地方旅游品牌的未來組織計劃所需的關(guān)鍵條件。當(dāng)代旅游業(yè)的特征是由眾多不同利益相關(guān)者之間的 積極合作組成 ,它包括不同范圍的基層和公眾角色 (Vernon 等人 , 2020)。南方丘陵的自然遺產(chǎn)具有世界上重要的稀有的物種和棲息地。這項研究也有一個實際成果，作為主要的調(diào)查結(jié)果可以反饋到南方丘陵實際的可持續(xù)旅游發(fā)展計劃并予以實施。 Tearfund, 2020。國家消費者協(xié)會 , 1997。 Doorne,2020。 Vernon 等人 2020)。為了最大限度地利用品牌運動化對一個目標(biāo)的可持續(xù)發(fā)展作出的積極貢獻(xiàn)，對中小型企業(yè)的動機和可持續(xù)發(fā)展方面的意識的理解也是是至關(guān)重要的。在發(fā)展中的一 個本土品牌，利益相關(guān)者加入同一意識形態(tài)即需要堅持的標(biāo)準(zhǔn)。它們包括： ?個人的價值觀和信仰 。中小企業(yè)是一個更為廣泛的社會或經(jīng)濟網(wǎng)絡(luò)，并且發(fā)影響著它們的運營。在英國其他行業(yè)領(lǐng)域，將地方或區(qū)域品牌一體化是一種常見的營銷技巧，可以用來促進當(dāng)?shù)氐目沙掷m(xù)發(fā)展。食品加工視圖 39。例如，向更具可持續(xù)實踐需要的設(shè)施和基礎(chǔ)設(shè)施（通常由公共部門提供）前進，它們的到位可以提供必要的支持。 ?（內(nèi)部 /外部）的商業(yè)影響 。 在旅游行業(yè)中，中小企業(yè)的理解是未來可持續(xù)發(fā)展的重要組成部分。 本構(gòu)想試圖用一個地 方旅游品牌的途徑來提高目標(biāo)的可持續(xù)發(fā)展性，同時提出了關(guān)于意識形態(tài)和市場營銷的重要概念問題。 Lane, 1999。 Sharman, 1999。在英國 ,對旅游可持續(xù)發(fā)展的挑戰(zhàn)的反應(yīng)就是保護區(qū)已經(jīng)開發(fā)旅游品牌方案，當(dāng)作中小企業(yè)的一個實際解決方法從而滿足越來越多的需要高質(zhì)量和更負(fù)責(zé)的體驗的旅客 (鄉(xiāng)村機構(gòu) , 1999, 2020。然而，當(dāng)滿足這一日益增長的市場需要的商業(yè)優(yōu)勢已受到旅游企業(yè)越來越多的認(rèn)可，它顯然已成為中小型企業(yè)（ SME） —— 如南部丘陵所缺乏的機會意識 (Carlsen 等人 , 2020。諸如公平貿(mào)易而言，組織和倫理已成為主流，它似乎是不可避免的改變消費者的口味，同時也影響旅游業(yè)(Goodwinamp。自 2020 年以來，為了子孫后代的興衰，英國政府一直在加大對丘陵的保護力度，并且要求國家公園的 建設(shè)在 2020 年完工。越來越多的人意識到旅游業(yè)對環(huán)境的沖擊和重視旅游行業(yè)的責(zé)任，那些日利益相關(guān)者參與旅游開發(fā)已經(jīng)成為一種環(huán)境的影響因數(shù) (Bramwell amp。 關(guān)鍵詞：旅游品牌，保護區(qū)，可持續(xù)發(fā)展，利益相關(guān)者協(xié)商 小型 /中小型企業(yè)，南部丘陵 介紹 人們普遍認(rèn)為 ,實現(xiàn)旅游業(yè)的可持續(xù)發(fā)展對旅游行業(yè)和保護區(qū)的未來是非常重要的 (Dew hurst amp。 Ooi, 2020). Although destination image is a widely researched topic, less is known about the application of brand personality to tourism (Hosany et al., 2020) and the most appropriate management techniques needed to facilitate a multistakeholder tourism branding initiative. To maximise the chance of a branding exercise making a positive contribution to the sustainable development of a destination, an understanding of the motivations and awareness of SMEs with respect to sustainability are crucial. This issue raises important questions, for instance: What priorities drive their business decisions? What is the awareness concerning the impacts of tourism? How do businesses understand the concept of sustainable tourism? Who owns the tourism brand being developed? How is the brand identity developed? What geographic area could the brand cover? What type of sustainability is being promulgated? How do grassroots interests mesh with topdown governance? How should monitoring and evaluation take place? A clear understanding is therefore needed of the priorities of small tourism businesses and how those priorities might intersect with the more general sustainable development agenda. The idea of trying to use a local tourism brand approach to enhance the sustainability of a destination also raises important conceptual issues concerning ideology and marketing. Branding and marketing strategies can be powerful tools in which the social construction of place can be manipulated so that the concept of sustainability is recognised as adding petitive advantage. Pritchard and Morgan (2020) believe that in order to provide a more critical framework for understanding tourism, the analysis of tourism representations should include a discussion of the relationship between marketing and ideology. This suggestion can be applied to local tourism branding. There is no monly accepted de?nition of sustainable development. It is well known that different actors (government, industry, conservation groups, environmental groups) will use the concept in different ways to further their own agendas. In the development of a local brand, stakeholders buy into a mon ideology that includes the standards to be adhered to. In this study we begin to explore this tangled web of ideas by considering how the priorities of tourism businesses are in?ueced by the sustainability agenda and whether ‘ideolo