“阴影区”内城市旅游形象设计探讨——以山东邹城市为例

ON TOURISM IMAGE DESIGN FOR CITY IN TOURISM SHADOW——A CASE STUDY OF ZOUCHENG CITY

处于“阴影区”内的旅游城市,往往是具有一定发展潜力的旅游城市,但却面临着整体旅游形象现状不佳、对游客缺乏吸引力、旅游发展乏力等一系列问题.论文分析了处于“阴影区”的旅游城市在旅游地感知形象上存在的缺陷,提出了其旅游形象定位的方法.然后以山东省邹城市为例,首先进行了旅游地形象的游客调查,然后在此基础上对邹城市产品旅游形象和总体旅游形象进行了设计.

This paper analyzes the fifferences in tourism image among small - middle - scale tourism city and big city and famous tourism city. On the basis of this , it testifies the necessity and importance of toursim image design for small- and- medium- sized- city, and discusses the problems it faces. Afterwards, according to the statistical results of questionnaire investigation on present and potential tourists, it analyzes the present conditions and the problems of tourism image of Zoucheng city. Then utilizing the integration model of tourism product image for“ gray area”, it integrates Zoucheng city＇s tourism products and its toruism products image.