旅游形象定位词面面观及错误根源剖析

On the“Fixed Position Phrases”Depicting Tourism Image and An Analysis of the Source of Errors

笔者通过对中国253个县级以上地区459个形象定位词进行统计分析,发现存在五大错误:语言夸张,名实不符;定位雷同,没有特色;面面俱到,重心难找;庸俗平淡,令人厌烦;语言晦涩,表达不清。错误的根源在于:旅游形象定位本质上是一种市场营销活动,屈从于企业追求利润的最终目标,根本目的是吸引游客前来旅游。但是现在从事此项工作的人很多来自于不同学科,受各自学科的影响,往往把它当做政治宣传、科学研究、社会公益、文艺创作活动,把为“名”、为“文”和为“问”当做旅游形象定位的根本目的,导致旅游企业目标与旅游形象定位目的、目标市场、细分市场、定位载体、定位原则的错位。

After statistical analysis of 459＂fixed position phrases＂ in China＇ s 253 counties, the author has found six errors, namely, exaggerate in language, unworthy of the name, similar fixed position, showing no special feature, attending to each and every aspect, difficult to find the focus, voulgar and dull, hard to underastand and unclear expression. The source of these errors lies in the fact that the fixed position of tourism image is in essence a kind of marketing activity, subordinate to the ultimate aim of seeking profits for the enterprises and attracting more tourists. At present those involved in this profession are mainly learning different disciplines and are influenced by their respective disciplines. They take these as political propoganda, scientific research, social benefit and artistic creation, with ＂ fame＂, ＂literary embellishments＂ and ＂knowledge＂ as their basic purpose, thus leading to the disequilibrium in terms of the target of tourism enterprises, the purpose of the positioning of tourism image, target market, subdivision of the market and positioning principle.