广州城市旅游形象定位和建设研究

ORIENTATION AND CONSTRUCTION OF CITY TOURISM IMAGES OF GUANGZHOU

根据国内外旅游形象设计发展趋势 ,提出城市旅游形象设计应有 3个层次 :(1)城市旅游整体形象 ;(2 )城市旅游吸引物的特色形象 ;(3)旅游企业形象。根据Jansen -Varbeke都市旅游产品的界定模式 ,结合广州实际分析了广州的旅游吸引物 ,将广州具有国内外吸引魅力的旅游形象定位为 :(1)商都旅游 ,包括购物、美食、商务旅游和现代化城市景观的游览 ;(2 )近现代史迹旅游 ,包括古代史迹和建筑艺术的观赏。文中提出建设“千年港市”旅游区作为广州市形象旅游区 ,并就选址、景点建设提出了初步的构想。

City tourism image is an impression of a city on visitors.Only a whole image of the city is not enough to produce good impression for tourists.The orientation of tourism images should be considered at three levels:the first level is the entire tourism image,i.e. the systematic engineering of “general tourism environment”,the second are the images of the attractions in the city,especially the fascinating tourism products,the third are those of the tourism enterprises,such as travel agency,hotel,and tourism spot, etc.The attractions of Guangzhou city are analysed according to the definition of tourism products in Jansen-Verbeke model.There are two kinds of tourism attractions in Guangzhou,which have both domestic and international significance:1)commercial culture and modern city landscape,and 2)relics of modern and contemporary revolution history,to which the corresponding tourism images of the city can be oriented.In addition, an idea to construct a tourism region of “Thousand year harbour city”of Guangzhou is proposed.