打造黑龙江“酷省”旅游形象的深层次思考

My Thoughts on Further Building the "Cool Province" Tourism Image of Heilongjiang Province

旅游形象是旅游地对外宣传、吸引旅游者的重要依据。黑龙江省根据自身优越的自然资源、发展冰雪旅游的历史及前景,于2003年确立自己的旅游形象为"黑龙江——中国旅游酷省"。通过对近年来黑龙江省为树立该形象所做的工作进行研究分析,从宣传力度、服务意识、旅游项目、旅游商品等方面进行了综合评述,认为引进先进的营销理念、提高以人为本的服务意识、加强旅游产品创新、强化旅游商品地方特色应是全面推进黑龙江"酷省"旅游形象打造的有效策略。

The tourism image is an important component by which the tourism destination can publicize itself well and attract more tourists. Depending on the predominant natural resources and the well history and prospect of ice - snow tourism, the tourism image of Heilongjiang Province was defined as “Heilongjiang： Cool Province of China Tourism” in 2003 year. Considering the work building the image of Heilongjiang province in the past near years, the paper has a summarization of the propaganda extent, service consciousness, tourism item and commodity. It comes to a conclusion that introducing advanced marketing idea, heightening the service cognition of people foremost, reinforcing the innovation of tourism production and enhancing the local feature of tourism commodity should be an effective tactic for building the ＂Cool Province＂ tourism image of Heilongjiang province.