哈尔滨市冰雪旅游形象塑造研究

Research of the Ice-Snow Tourism’s Image-building in Harbin City

在形象经济的时代背景下,形象的塑造已经成为旅游领域占有市场的关键,旅游产品的不可移动性,决定了旅游产品要依靠形象的传播,使旅游城市为旅游者所认识,从而产生旅游动机并最终实现出游计划,因此城市的旅游形象是影响旅游者的重要因素。采用旅游形象设计的方法,确定哈尔滨冰雪旅游定位,认为应从城市面貌形象、行为形象等方面塑造哈尔滨市冰雪旅游形象。

On the background of image - economy times, the image - building has been a key to keep legs in tourism market. The immovability of tourism production makes that it＇ s necessary for the tourism production to publicize itself on image which may be the mutual recognition of all tourists and will further the future travel. So, a city tourism image is an important factor influencing the tourists. Making sure the ice - snow tourism orientation in Harbin with the method of tourism image design, it suggests to build the Harbin ice - snow tourism image by improving the city＇ s visage image and behaving image.