嘉陵江流域旅游形象定位研究

The Research on the Tourism Image Positioning of the Jialing River Basin

旅游规划的一个重要内容是确定旅游形象。嘉陵江主要流经广元、南充、广安、重庆等地,流域内各地单独对嘉陵江的开发,都难于形成嘉陵江统一的旅游品牌形象,导致嘉陵江主题形象长期缺位,造成对外的整体形象模糊。本文在综合考虑嘉陵江的资源特点和国内外旅游市场发展的态势,以千里嘉陵江为载体,将三国文化、古城文化、红军文化、将帅文化、丝绸文化、巴文化等整合为一体,进行旅游区整体形象塑造,提出“嘉陵千里生态游,川渝两地文化行”的嘉陵江旅游主题形象口号,并设计适应不同市场需求的既统一又各有侧重的旅游地形象。

The tourism image-building is very import for tourist plan. The Jialing River mainly flows past Guangyuan, Nanchong, Guang＇ an, Chongqing, etc. The separate development of tourism in each place is difficult to form a united image brand, causing the study of the Jialing River subject image to be vacant in the long time, and the external image to be ambiguous. Based on the Jialing River resource characteristics and merits, as well as the status quo of domestic and foreign tourism market development, ＂the ecotourism in the Jialing River, cultural tourism around the Sichuan and Chongqing＂ is proposed as the theme of the tourism image. Finally, this paper raises the unified tourist image that has various emphases and fits different market demands.