旅游目的地形象演变的策略研究——典型区域分析及对澳门的启示

A Strategy on the Transformation of Macao's Tourism Destination Image:Clues from a Case Study on Typical Regions

澳门旅游业历来以博彩娱乐业见长。近五年来,澳门正借助中央政府推进澳门经济产业多元化的契机,大力发展会展及商务旅游业,并希望能在游客心目中树立会展商务旅游城市的形象。然而,从目前的游客感知情况来看,澳门旅游形象的转变仍然存在较大的困境。本文在分析旅游形象演变典型区域的基础上,提出了旅游形象演变的一般路径,并为澳门实施旅游形象的演变提出了相关策略。

Tourism industry of Maeau has always been Casino driven. But the recent five years witnesses that Macao has been striving to develop its MICE and business tourism sectors with a hope to build its MICE and business tourism image by taking the opportunity of promoting the economic diversification of the city initiated by the central government. However, the authors of this paper find that the new image transformation is in great trouble, which is proven by the perception of tourists. The paper takes a deep insight into 3 typical regions featured with the image transformation and suggests a feasible mechanism to achieve the transformation. It ends with a suggestion for the future development of Macao.