旅游地形象策划中的“形象替代”问题对策研究

Analyses the tourist destination image-substitute phenomenon in the tourist destination image tactics

从旅游形象替代的概念出发,通过对区域内旅游地形象替代现象的原因分析,提出了避免形象替代的三种对策,即差异化形象对策、多样化宣传策略和特色化产品策略。

Starting from the conception of tourist destination image-substitute, it is analysed that how cause the tourist destination image-substitute phenomenon and three tactics to avoiding tourist destination image-substitute phenomenon are put forward, the three tactics are different image-tactics, multiple propaganda tactics and characteristic product tactics.