基于意象理论的历史文化名城文化旅游形象定位与产业发展研究——以山东省嘉祥县为例

An Image-theory Study on Cultural Tourism Imagery Positioning and Industry Development of Historical city——Taking Jiaxiang country Shandong Province as an example

从意象理论的介绍入手,通过分析嘉祥的地脉和文脉,以意象所内隐的内在底蕴与外在形象的相互生成机制作为理论支撑,对嘉祥的文化旅游形象进行定位阐释,进而抽象概括出嘉祥文化旅游形象定位的核心为:走进嘉祥,幸福吉祥。并围绕此核心定位进行意象的主题演绎,从而说明嘉祥文化旅游形象定位的科学性。最后,通过载体设计提出嘉祥县文化旅游产业的战略对策。

The paper starts with the introduction of image theory, then conducts cultural tourism positioning illustration for Jiaxing by analyzing its geographical and cultural interpretation and on the basis of the supporting theory that image is generated by the interaction of its inner cultural deposit and outer imagery. Further the paper summarizes the core of Jiaxiang cultural tourism imagery, that is ： a place for happiness and auspiciousness, later makes imagery theme deduction for this core positioning and explained the scientificity of Jiaxiang cultural tourism imagery positioning. Moreover, by means of its entity design, the paper brings forward some strategies and countermeasures for the cultural tourism industry development in Jiaxiang country