城市旅游形象定位与推广策略研究——以陕西省延安市为例

Positioning and communicating of city tourism image——a case of Yan'an City

综合延安的旅游形象现状、旅游资源禀赋和城市形象竞争力分析,提出了新时期延安旅游形象的新定位“红色之都:圣地延安!”.强调围绕这一定位开展一系列的形象传播与推广活动,并提出了可行的建议.

This paper points out the existing problems on urban tourism image of Yan＇an City and put forward a new advertising theme “City of Revolution： Holy Land of Yan＇an!” based on the analysis of factors influencing tourism image of Yan＇an City. Furthermore, the paper emphasizes initiating a series of events, festivals and activities around the theme to showcase the tourism image of Yan＇an City. Finally a few feasible suggestions are offered.