安康旅游形象定位研究

The Tourism Image Orientation of Ankang City

旅游目的地形象是吸引旅游者的关键因素之一。成功的旅游目的地形象定位有助于增强旅游目的地的吸引力和竞争力,有利于旅游目的地的可持续发展。通过对安康旅游形象进行地方性分析、受众调查和替代性分析并进行形象定位,使之能够更为准确地反映安康旅游内涵,以利于安康旅游的宣传营销。

Tourism image of the destination is one of the main elements of tourism attraction. A successful orientation of tourism image can improve the attraction and competitiveness of the destination, as well as its sustainable development. The paper orientates the tourism image of Ankang city with local analysis, market investment and rival analysis, and tries to reflect the connotation of Ankang tourism, and to improve its marketing promotion.