莆田市妈祖文化旅游地形象塑造

On Shaping the Image of Mauzu Cultural Tourist Destination in Putian

在旅游业快速发展的今天,旅游形象成为旅游行业成功与否的关键因素。莆田市旅游业要在激烈的市场竞争中取得优势,就必须对其形象进行重新塑造。通过对受众的问卷调查,分析目前莆田市旅游形象的现状及存在问题,结合对莆田市的文脉分析,重新对莆田市作为妈祖文化旅游地形象进行近中远期的定位,分别从理念、视觉、行为等方面对其形象进行塑造,树立莆田市鲜明而又具有妈祖文化特色的旅游形象。

Tourism is now growing rapidly, the increasing intense competition has made tourism image be- come an essential factor for the success of tourism. In order to gain competitive edge in the market of tourism, Putian must reshape its tourism image. By means of questionnaire on travelers and local residents, the article analyses the current situation and existing problems of Putian tourism image, repositions the image of Putian as Mazu cultural tourism destination, by analyzing the culture line of Putian. Then, from the aspects of mind i- dentity, visual identity and behavior identity, the distinctive and unique image of Putian as Mazu cultural tourism destination is shaped.