塑造钦州市旅游形象的思考

On the Design of Qinzhou Tourism Image

城市旅游形象是城市居民和旅游者对该城市的旅游景观、设施、服务和历史文化内涵的抽象的评价和认识,城市旅游形象作为城市形象的一个子系统,对于提升当地知名度非常重要。钦州市旅游的原生形象具有吸引游客的潜力及滨海区域优势,诱导形象基于滨海旅游开发但缺乏系统化和概括性,复合形象侧重于旅游者感知认识的掌握。从旅游识别系统建立、旅游品牌塑造、旅游形象传播三方面对钦州市旅游形象塑造提出策略建议。

City Tourism Image,part of city image and the abstract evaluation and understanding of the city＇s tourism landscape,facilities,services and its history and culture connotation,plays vital role in enhancing its popularity.Though the original image of Qinzhou tourism has the potential to attract tourists with its coastal advantages,the induced image lacks system and generality and the integrated image only focuses on the cognition of tourists.The paper puts forward some advices on the establishment of tourism image identification system,brand shaping,and image advertising to enhance the tourism image of Qinzhou.