城市旅游形象的定位及口号设计实证研究——以湘潭市为例

The Localization and Design of Urban Tourism Image——A Case of Xiangtan

旅游形象定位与设计在城市旅游中发挥着越来越重要的作用,它对于指导城市旅游规划与开发、城市旅游产品设计等具有着重要的意义。在论述城市旅游形象概念与定位的相关研究进展的基础上,从湘潭市现有旅游资源特征、游客感知及周边城市竞争等几个方面分别进行分析与探讨,提出了湘潭旅游形象定位的战略构想,并对湘潭旅游形象进行了试定位。

The localization and design of tourism image are becoming more and more important in urban tourism. It shows great significances about instructing the plan and the development of urban tourism, the design of tourism products. This paper makes a simple analysis of the concept and the localization of urban tourism image on the basis of reviewing the correlated research pro- gress. Meanwhile, the existing tourism resources, characteristics of Xiangtan and the competition of surrounding cities were analyzed and discussed, the idea of Xiangtan tourism image was made, and tried to locate of Xiangtan tourism image.