区域旅游形象设计的理论与实证研究——以内蒙古自治区为例

Study on the Theory and Practice of the Tourism Destination Identity System——A Case of Inner Mongolia Autonomous Region

区域旅游形象设计日益受到国内外重视。文章从区域旅游形象的概念、形成和基本内容等方面阐述了区域旅游形象设计的一般原理;并以内蒙古自治区为例,论述了区域旅游形象策划的设计方法,构建了一个包括理念基础、整体形象、宣传口号、产品形象等较为全面的旅游形象系统。

Tourism destination identity system has been paid more and more attention at home and abroad. In this paper, the general principles of TDIS are expounded from the aspect of its concept, formation and fundamental content. Taking Inner Mongolia autonomous region as example, the author discusses the way to design the tourism image and establishes the fairly comprehensive tourism image system of Inner Mongolia autonomous region, concluding the mind location, whole image, propagating slogans, product image and so on.