舟山旅游形象调查分析及其形象定位

An Investigation and Analysis on the Tourism Image and Position of Zhoushan

文章以资源品级虽优但却处于阴影区的舟山为案例．在对舟山旅游形象现状进行调查分析的基础上。通过分析舟山的旅游资源和客源市场，提炼舟山较具个性化和差异化的旅游形象因子，对舟山旅游形象进行重新定位。

Taking Zhoushan, rich in high rank of tourism resource but in the shadow area, as a case, this paper extracts distinctive tourism image factors of Zhoushan and repositions its tourism image, on the basis of an analysis of the current tourism image of Zhoushan, its tourism resource and target market.