温州市旅游形象设计初探

On the Design of Wenzhou’s Image in Tourism

本文对温州市的区位条件、山水旅游资源、历史文化背景和产业经济等旅游形象要素深入分析,结合温州旅游形象市场调查,对温州旅游形象进行了明确的旅游形象定位,提出了“民营温州,山水之城”的建设目标,并建议通过形象传播、公共关系、节事活动以及开发旅游形象纪念品等措施,加强温州旅游形象传播。

The essay makes an in-depth analysis of Wenzhou’s tourism image such as its location, mountains and rivers, historical and culture background, as well as its industrial, economic factors. In combination with the market research of Wenzhou’s tourism image, a clear orientation of Wenzhou’s tourism image is set with a proposition of construction target, i.e., “privately run Wenzhou, the city of mountains and rivers”. Some suggestions are put forward that the successful publicity of Wenzhou’s tourism image should be strengthened by way of such measures as publicizing its image, public relations, festival activities and developing souvenirs related to tourism image.