摘要
21世纪,中国旅游市场进入到形象竞争时代。旅游形象具有对内形成目标共识,对外扩大知名度、提高美誉度的功能。本文以旅游热点城市桂林为例,在社会学、旅游地理学、传播学、文化学、市场学、心理学的理论指导下,采用定性与定量相结合的方法,分析了桂林旅游形象影响因素及旅游形象感知与评价,最后提出了相应的传播策略,以期对旅游企业提供决策依据。
Chinese tourism market has entered the times of image competition. Tourism image has the function of reaching external consensus, boosting the fame and enhancing the reputation. This paper takes the Guilin as an example to analyze the influencing factors, the perception and the evaluation of the tourism image under the guidance of the theories of sociology, tourism geography, communication, cultural science, marketing and psychology. Finally, this paper proposes some corresponding communication tactics, expecting to give some useful suggestions for the tourism enterprises.
出处
《西安文理学院学报（社会科学版）》
2008年第1期87-90,共4页
Journal of Xi’an University(Social Sciences Edition)
基金
国家自然科学基金项目项目编号:40271037
关键词
旅游形象
形象传播
桂林
Tourism Image
Image Communication
Guilin
