“文化澳门”旅游形象的塑造与推广

The Moulding and Promotion of "Cultural Macao" Image in Macao's Tourism

"文化澳门"旅游形象可缓解澳门"赌城"旅游形象的负面影响,提升澳门旅游目的地文化品位。本文以"文化澳门"旅游形象因子和资源载体为研究基点,阐述了"文化澳门"旅游形象的宣传口号设计、核心与重点项目的塑造,并提出了不同主体、不同发展阶段、不同客源市场的形象推广策略。

＂Cultural Macao＂ Image can alleviate the negative impacts of ＂gambling city＂ image in Macao tourism.Based on the analysis of factors and resources carriers of ＂Cultural Macao＂ image in Macao tourism,the article explores the slogans,the coral and important items to mould,and put forward three promotional strategies of ＂cultural Macao＂ image in Macao＇s Tourism from the perspective of different periods;tourist markets;and subjects.