南岳衡山旅游品牌形象的定位探讨

Research on Tourism Image Positioning and Brand Shaping of Nanyue Mountain

南岳衡山为五岳名山,秀美的自然生态景观与博大精深的人文资源交相辉映,是全国知名的旅游目的地之一。文章从南岳衡山本底旅游形象出发,进行分析与评价,由此确定其旅游形象定位的策略与原则,提出"寿岳独秀"的新旅游品牌形象,以提高其旅游竞争力与感召力,促进其旅游业的协调和可持续发展。

As one of the Five Sacred Mountains,Nanyue Mountain （Mount Heng）, which is one of the most famous Tourism Destinations in China, is famous for the beautiful natural ecological landscape and profound human resources as well. This paper determines its tourism image strategy and principles, and proposes to creat new tourism brand of ＂the Longevity Mountain with the Independent Natural Landscape ＂, by analysing and evaluating its tourism resources, based on the old tourism image of Nanyue Mountain （Mount Heng）, in order to improve its tourism competitiveness and arrraction, which also can accelerate the tourism development harmoniously and sustainablely.