基于TIS的旅游地形象塑造研究——以重庆磁器口古镇为例

Image-building of Tourist Destination in China based on TIS

分析了磁器口旅游资源,利用问卷调查的方法,总结出磁器口的旅游现状,即目标市场范围狭小,以中青年为主,消费层次偏低;对外宣传力度不够,知名度较低;游客回头率高,美誉度较好,但形象特色不够鲜明。磁器口本身具有良好的资源特质,但缺乏针对性的旅游形象塑造。为促进磁器口旅游持续快速发展,笔者导入旅游形象识别系统(TIS),在理念形象塑造(MIS)、行为形象塑造(BIS)、视觉形象塑造(VIS)3个方面提出塑造磁器口古镇的旅游形象的建议。

This paper analyzed tourism resources in Ciqikou Town,summarizing the town＇s tourism status with questionnaire survey method.Tourism status of Ciqikou Town showed as follows： the narrow range of target market,the low consumption level with young or middle age base,lack of international promoting activities with low recognition,frequently returning of tourists with high reputation and lake of distinctive characteristics.Although having good resources,specific image-building of tourism is lacked in the town.To promote sustained and rapid development of tourism in Ciqikou Town,based on TIS（Tourism Image System）,the author gave suggestions to image-building of Ciqikou Town from the following 3 aspects：MIS（Mind Identity System）,BIS（Behavior Identity System） and VIS（Visual Identity System）.