论旅游规划中的主题形象设计

On Theme Image Design in Tourist Planning

旅游主题形象设计是旅游规划中的重要内容，对开发和经营旅游资源具有重要作用。旅游主题形象主要包括理念形象、视觉形象和行为形象三要素。旅游主题形象的定位必须考虑旅游地本身的资源特点和优势、市场发展的态势、同行业的竞争状况以及在国民经济发展中的地位等因素。作者以宁夏回族自治区为例，分析了其旅游形象设计情况。

Image design of tourist theme, which is of importance to the development and management of tourist resources, is the main content of tourist planning. The positioning of tourist theme image, including idea image, visual design and behavior design, must take into account the resource features and advantages of a tourist spot, market development tendency, trade competition and tourist place in the national economy development.