基于价值主张理论的城市旅游形象定位研究——以新加坡和香港为例

City Tourism Image Positioning Research Based on the Value Proposition Theory: Taking Singapore and Hong Kong as Examples

以城市整体发展战略为前提的旅游形象定位能够推动城市与其旅游业的协调发展。该文将价值主张理论引入城市旅游形象定位实践中,指出在城市旅游形象定位过程中应综合考虑城市和旅游者双方的价值诉求。通过寻找共鸣点和结合竞争因素,提炼出城市旅游价值主张,并作为城市旅游形象定位的重要依据。在理论分析的基础上,选取新加坡和香港的城市旅游形象定位作为案例分析对象,印证了基于价值主张的城市旅游形象定位路径的可行性和先进性。

The tourism image positioning which is based on the whole strategy of city can drive the common development of the city and its tourism. In this paper, we introduced the value proposition theory to the practice of city tourism image positioning, and pointed out that the city＇s and tourists＇ value appeal should be synthetically considered in the process of tourism image positioning. By combining the sympathy points and competitive factors, we got the value proposition of city tourism, which came up to be the important basis of city tourism image positioning. Based on the theoretical analysis, we selected Singapore and Hang Kong as the objects of cases analysis. The analysis confirmed that the proposed value proposition based city tourism image positioning path is feasibility and advanced.