摘要
本文首先对海南的文脉、旅游市场感应情况和旅游形象定位的政策环境等进行分析，在此基础上以市场为导向，以海南特色为纽带对海南进行旅游形象定位。最后从海南的物质景观形象、社会文化景观形象、核心地段形象、形象代言人、视觉识别系统等几个方面对海南进行旅游形象策划。
This paper first analyses both for the placeality and for the induction condition of tourist market and the policy environmental of travel image of Hainan. On this foundation, the paper carries out travel image location for Hainan market-oriented according to Hainan characteristic. Finally it carries out Hainan tour image plans from some aspects such as the material landscape image, social cultural landscape image, key section image, image spokesman and visual identification system.
基金
宿州学院技师工程教学研究项目（szxyjyxm201104）,宿州学院一般科研项目（2011yyb31）.
关键词
海南旅游形象
文脉分析
形象定位
形象策划
Tour image of Hainan
Laceality analysis
Image location
Image plan
