梧州旅游形象设计与推广策略研究

Study of the Strategies for Tourism Image Design and Promotion in Wuzhou

形象是旅游地的生命,也是形成竞争优势的最有力的工具。良好形象的设计和推广,是旅游目的地开拓市场的重要手段,也是旅游地的巨大财富和无形资产。文章以梧州的旅游发展现状、游客的感知形象调查情况为基础,对梧州的旅游形象定位,旅游形象系统的建设和旅游形象推广力度、技术等方面存在的问题进行分析,并为如何解决这些问题提出探讨性策略。

Tourism image is the life of tourism destination and the most powerful tool for forming competitive advantage.Good image design and promotion of tourist destination is the important means to exploit market and great wealth and intangible assets of a tourist destination.Taking the present development situation of tourism industry in Wuzhou and the Tourists pperceiving Image Survey and market research as the basis,this paper analyses the existing problems on Wuzhou’s tourism image positioning,construction of tourism image system,promotion power and technologies of tourism image,etc..Finally,it puts forward suggestions on how to solve these problems.