山区历史古镇旅游形象定位探析——以陕西省洋县华阳古镇为例

A Study on Tourism Destination Image Positioning of Historic Mountainous Towns——Take Huayang Historic Towns as Examples

旅游形象定位是旅游开发中不可或缺并且十分重要的部分。国内外众多学者都从不同角度研究旅游形象定位,并提出了多种旅游形象定位方法。以山区历史古镇这一特殊旅游地类型作为切入点,分析了国内四种主要的定位法,并结合各自的优缺点,提出总体意境和景观形象相结合的定位思路,同时以陕西省汉中市华阳古镇为案例进行具体分析,在详细分析了地脉、人脉、旅游资源、客源市场后,提出了华阳古镇"千年古船城,秦岭第一镇"的总体意境形象定位和"南有丽江,北有华阳"景观具象定位。

Tourism destination image positioning plays an important and indispensable part in tourism development.Many scholars at home and abroad carry out some research on the tourism image positioning,at the same time propose a lot of methods from different fields.This paper takes historic mountainous towns as the breakthrough point,and proposes a new positioning method unifying the general mood image and the specific landscape image after analysising the advertagement and disadvertagement of the domestic four main...