长江三角洲区域旅游形象设计和开拓研究

STUDY ON THE TOURISM DESTINATION IMAGE SYSTEM——A CASE STUDY OF THE CHANGJIANG RIVER DELTA

区域旅游形象是指旅游目的地的产品和服务在人们心目中形成的总体印象和评价[1],设计具有鲜明特色,已越来越受到各方的重视。文章以长江三角洲地区为例,研究探讨了区域旅游形象设计的驱动机制,通过分析自然背景、历史文化背景等地方性特征以及旅游客源市场受众调查,进行了区域旅游形象设计定位,提出了包括整体形象、口号设计、视觉设计、行为设计等在内的较为全面的区域旅游形象系统。

With the rapidly development of tourism, tourism destination image has been paid more and more attention. It has become one of the most important factors in destination operating. Taking the Changjiang River Delta as an example, this paper tries to offer an integral tourism destination image system in order to help the destinations which meet fierce competition. This paper consists of four parts. The first part, after giving a brief introduction of the tourism indtrstry developing in the Changjiang River Delta, points out that if the Changjiang River Delta forms its own tourism image, its tourism will gain faster developing. The second part inquires into the impetus of tourism destination image designing from three aspects. Based on the J. R. Anderson Theory and the Recognizing Psychology, the first and second aspects separately inspect why the Changjiang River Delta needs an integral tourist image planning. But the third aspect probes the impetus from another perspective——the reality containing its important role in the whole China and recent fast developing facts in this area. The third part analyzes the locality of the Changjiang River Delta involving natural and historical background, quests the make- up of the market and shows that tourists coming from different area have different image about the Changjiang River Delta, Then based on the above analysis and the theory of CIS, this paper offers the positioning of the Changjiang River Delta image, designs the Changjiang River Delta image and establishes an integral tourism identity system of the Changiiang River Delta at last.