丝绸之路申遗中国段旅游形象设计与推广策略——基于青海段的视角

Studying on the Design and Promotion Strategy of China Silk Road Declaring the World Culture Legacy——Qinghai

文章把丝路沿线6省区的48处申遗景点分为六大旅游区。在简述了丝绸之路申请世界文化遗产的过程的基础上,通过对青海段申遗景点、地方性、旅游者感知和旅游市场竞争替代的分析,确定了青海段旅游形象的总体定位,对旅游宣传口号、人—地感知形象、人—人感知形象进行了系统设计,并阐述了青海段旅游形象的推广策略。

This paper outlines the Silk Road and their joint application for World Heritage process and divides the six provinces and autonomous regions along the Silk Road 48 inscription into six tourist area attractions.On this basis,through the analysis of the inscription Qinghai paragraph attractions,local,tourists perception and the competitive displacement of tourism market,the paper identifies overall positioning of Qinghai tourism image,designs the tourism slogan,people to tourist destination apperceiving image,people to people apperceiving image and elaborates promotion strategies of tourism image of Qinghai.