试论西安市旅游形象战略

The discussion on the strategical design of Xi′an city′s image

指出西安市旅游形象策划与实施中存在的问题，如形象单一，定位模糊，实施力量不整合等。在分析评价的基础上，提出西安市旅游形象的定位理念和旅游形象战略，强调要把实施旅游形象战略与西安市城市建设和精神文明建设紧密结合起来。

The problems on city image strategy design in Xi′an are pointed out,which includes sim plified image,vague positioning and uncompatible implementing force.Based on the analgsis of factors influencing Xi′an′s image, the positioning of Xi′an image and the Strategy for the design are put forward,emphasising on combining tourism image stragety with Xi′an city′s spirital civilization closely.