摘要
闽西客家文化旅游资源丰富而独特,但旅游形象不突出,旅游品牌缺乏竞争力问题使其在旅游市场日趋激烈的竞争中处于弱势。运用旅游地理学和传播学的理论和方法,首先根据旅游形象设计的一般原理,对闽西客家文化旅游形象进行定位,构建了一个包括理念识别系统、视觉识别系统和行为识别系统等较为全面的旅游形象系统；然后进一步探讨了如何运用以电视为代表的大众传播媒介进行旅游形象的宣传和推广。
Hekka in west Fujian is characterized by unique and abundant cultural tourism resources. However, it remains a weak competitor on the tourism market due to its plain tourism image and lack of a competitive tourism brand, Based on a study on its tourism image in the last 20 years and adopting the integrated use of tourism geography and communication theory and methods, the authors have located the tourism image of Hakka in West Fujian and constructed a Tourism Identity System for it, including Mind Identity System, Visual Identity System and Behavior Identity System. The propaganda strategies by means of television media for the publicity and promotion of tourism image are discussed.
出处
《西南农业大学学报（社会科学版）》
2006年第3期181-184,共4页
Journal of Southwest Agricultural University:Social Science Edition
关键词
旅游形象
策划传播
电视媒介
闽西客家
tourism image
design and propagate
television media
Hakka in west Fujian
