绍兴旅游形象定位研究

The Image Position of Shaoxing's Tourism

旅游形象是旅游地对旅游者具有经久不衰的吸引力的源泉,对旅游地的持续发展意义重大。此文指出旅游的形象时代已经到来,旅游发展已经进入以形象为导向的第四阶段。深入分析了绍兴的历史文化、宗教文化、师爷文化和酱缸文化,得出绍兴旅游形象定位的文化底蕴,并以此为基础阐述绍兴旅游形象定位的原则及方法,提出了以绍兴文化为基础的旅游形象的定位。

Tourism image is the source of attraction to tourists, and it plays a key role in tourism destination development. The time of image for tourism has already come, and tourism is on the forth stage of development, that is, the image - oriented stage. Based on the history of culture, religious culture, shiye culture, and jam culture, Shaoxing＇s cultural image should not be separated from any one of them.