丹霞山旅游形象调查及问题诊断

An Investigation and Diagnoses on tourism image of Danxia Mountain

旅游地之间的竞争在很大程度上就是形象之间的竞争,因此,寻找准确的形象定位、塑造独特鲜明的旅游形象对旅游目的地具有重要意义。本文以广东省丹霞山为研究对象,对其旅游形象进行一系列的调查分析,包括:文脉分析、形象受众调查和景区员工的形象感知分析,并在此基础上找出丹霞山旅游形象的症结,最后根据上述诊断对丹霞山的形象定位进行了初步探讨。

The challenges among the destination,primarily,are the ones among respective'tourism image ',hence,it is very significant to shape an exclusively and lively destination with the exact visualize orientation.This paper gives an overall review on the main contents of tourism image study on Danxia Mountain.Then it analyzes characteristics of local tourism resources and investigates perceptions of this scenic spot from tourists,and based on them,discloses some problems of the image.Finally,this paper puts forward some viewpoints on its development prospect in our country.