滨海新城旅游形象建设——以上海临港新城为例

Tourism image construction of new coastal city:a case study of Shanghai Lingang New City

针对旅游目的地竞争已进入形象导向的情况,在分析滨海新城旅游形象建设的必要性、存在的问题和建设特点的基础上,以临港新城为例从形象定位、理念识别、行为识别、视觉识别几个方面分别进行阐述,探讨滨海新城形象建设的内容和路径.滨海新城旅游发展应充分发挥形象先导和驱动效应,并保持旅游形象的长久生命力.

In view of the facts that tourism destination competition is entering image oriented stage, necessity and existing problem of coastal city＇ s tourism image construction, as well as constructing characteristics is analyzed. Taking Shanghai Lingang New City as example, contents and route of tourism image construction are discussed from four aspects： image orientation, mind identity, behavior identity and visual identity. It is important to bring guiding and driving effect of tourism image into full play and keep its vitality to develop tourism of new coastal city.