基于旅游者感知的目的地旅游形象口号评价研究——以山东省为例

Research On the Evaluation of Tourism Destination Image Slogan Based on the Tourist Perception—— A Case Study of Shandong Province

旅游形象定位和策划的根本目的是为了在旅游者心目中树立旅游地区别于竞争对手的品牌形象，塑造旅游地品牌，从而形成竞争优势。文章就旅游者对“好客山东”旅游形象口号的认知和评价进行问卷调查和研究，剖析目前存在的主要问题，提出提升“好客山东”旅游品牌形象价值的具体建议。

The fundamental purpose of tourism image positioning and planning is to foster tourism brand image in the hearts of tourists which difference from the competitors, and creating a competitive advantage. This article made a survey and research about the tourists＇ perception on the tourism image of ＂Friendly Shandong＂. Analysis of the current major problems, and recommendations were put forward.