贵州赤水养生旅游品牌形象的整体塑造

The Shape of the Healthy Tourism Brand Image in Chishui in Guizhou

论文对赤水原有旅游品牌形象存在的问题,结合赤水拥有的生态资源及人文坏境进行了分析,提出养生旅游品牌形象的定位。将整个地区适应于养生的特点塑造为赤水独有的旅游品牌,并将其准确地传达给目标受众,迅速提高赤水旅游业的认知度与美誉度,在国内外树立良好的社会形象,从而助推赤水旅游业的发展。

This paper focuses on the status quo of the existing tourism brand image and analyses prob- lems in Chishui, and then proposes a new tourism brand positioning and a specific implementation of the program based on the ecological resources and human environment in Chishui. The paper points out that, by positioning the Chishui brand image, the whole region will be featured with a unique heahh promotion resort, and this information shoutd be accurately communicated to the target tourists, thus to quickly im- prove chishui tourism awareness and reputation at home and abroad, and ultimately establish a good social image and boost the tourism development in Chishui.