论文部分内容阅读
一、总体旅游形象定位的基本框架旅游目的地形象是指旅游形象策划主体为城市在旅游者心智坐标上找到某处位置,以期使旅游目的地在旅游者心中形成生动、鲜明、强烈而又独特的感知形象。旅游形象是旅游目的地各种旅游资源、设施、服务、管理、环境以及区域内的社会、经济、文化等给予旅游者的综合感知和印象。总体旅游形象是旅游目的地发展旅游业的重要名片和无形资源,它有助于在旅游消费者心中形成旅游消费的阶梯,引导旅游者的旅游决策与旅游行为,优秀的旅游形象可以大大提升旅游目的地的旅游吸引力,进一步增强旅游目的地的综合竞争力。
First, the basic framework of the overall image of tourist destination Destination image refers to the tourist image of the main planning for the city in the tourist’s mental coordinates to find a location, in order to make the tourist destination in the hearts of tourists vivid, distinct, strong and unique The perceived image. Tourist image is the comprehensive perception and impression given to tourists by various tourist resources, facilities, services, management, environment and the social, economic and cultural areas in the destination. The overall tourism image is an important business card and intangible resource for tourist destination to develop tourism. It helps to form the ladder of tourism consumption in the minds of tourist consumers and guides tourists in tourism decision-making and tourism behavior. Excellent tourism image can greatly enhance tourism Destination tourist attraction, to further enhance the comprehensive competitiveness of tourist destinations.