地域旅游形象塑造与营销研究

THE SYNTHESIC STUDY ON THE MODEL OF DESTINATION TOURISM IMAGE AND ITS MARKETING

地域旅游形象是旅游开发、营销管理的重要内容,是地域旅游产业化发展的象征。旅游形象工程包括景观建设、环境塑造、服务接待、人文环境培育、市场宣传促销为重点的,政府、企业、居民、游客多主体参与的复杂工程。开发旅游形象来传播旅游信息应顺应媒介多样化、整体化、动态化的发展趋势,充分应用现代媒介传播手段,并侧重运用节庆活动、标牌、风光电视片、广告、口碑等具有实效和特色的途径,形成不同组合的营销优先方案,以取得地域旅游形象整体营销的效果。

The destination tourism image is one important element for the tourism exploitation、marketing and management, and the symbol of the industrialize development of the destination tourism . The project of the destination tourism image is a complicated works which put the emphasize on the sightview landscape's construction、the environment's formation、the services、the human cultural environment's breeding、the progandation and marketing and others, it need all the member including the government , the enterprise, the local resident and the tourist to participate in the construction. When to exploitate the destination tourism image to spread marketing information ,it should conform to the trendency of the media's diversity and integralization and the living activiation in the market, to make best use of the tools of the modern common media, to select some effetive and featured access such as the festival activity,the post cards, the sightview television and others, at the same time, to combine these access to form different priority plans, at last reach the aim of the integrality tourism image marketing in one destination.