比较视野下海南自由贸易港旅游形象定位研究

Research on Tourism Image Positioning of Hainan Free Trade Port From a Comparative Perspective

旅游形象建设是海南自由贸易港发展与国际旅游消费中心建设过程中的重要环节。针对当前海南旅游形象定位存在的核心价值模糊、文化支撑力不足、要素整合度偏低、与自贸港建设脱节等问题,应当从海南与国内外同类型旅游目的地及其他自贸区(港)的比较中寻求差异和凝练优势。在此基础上,从战略导向、要素信息和内涵层次三个层面确立全新的定位框架,使形象定位与国家战略、自贸港功能定位和旅游规划相衔接,传达独特鲜明的主题与符合双向诉求的多元价值信息,并整合地域风貌特征与地方文化内涵,从而推动海南省域旅游形象向自由贸易港旅游形象的转变与升级。

The construction of tourism image is an important fulcrum of the development of Hainan Free Trade Port and the construction of international tourism consumption center. In view of the problems which exist in image positioning, such as fuzzy core value, insufficient cultural support, low factor integration and disconnection with FTP construction, Hainan should seek for differences and extract advantages through a comparison with the same kind of tourist destinations and other free trade zones(ports) at home and abroad. On this basis, a new positioning frame consists of strategic orientation, element information and connotation level is necessary to be established, in order to promote the transformation and upgrading of tourism images from the one of Hainan Province to that of Hainan FTP. Specifically, the tourism image positioning of Hainan FTP should be connected with both national strategy and its own functional positioning and tourism planning, conveying a unique and distinct theme and multi-value information in line with the two-way appeal, as well as integrating regional features and local cultural connotations.