区域旅游目的地形象的构建与传播——以河北省为例

旅游目的地形象是旅游行为产生的核心动力,但我国在旅游目的地形象塑造方面存有诸多缺陷:形象理论方面存有拘泥于现实形象、游客旅游前的形象吸引缺位和旅客旅游完成后的形象提升与完善缺失;形象口号方面有策划依据缺失、与旅游定位相混淆等缺陷;形象传播方面有"价低者得"的媒体选择招标机制缺陷。因此,必须建立全新理论,引入"传播形象"、"灵魂形象"等全新概念,加强主管人员的专业培训,建立政府主管部门主导、第三方机构策划、第三方机构评估、三方相互独立、互相制约的全新运行机制。河北旅游形象的定位,必须体现京畿重地的独特性,体现其独特的山水、风土人情、精神风貌;口号要摆脱目前广泛存在的"以语句本身的文采作为判断标准"的误区。

The image of tourism destinations is the core power of tourist behaviors, but there exist some defects in image - building of our country. In the image theory, there appear excessive practical images, deficient image attraction before tourism and deficient image improvement after tourism. The image slogans are deficient in planning basis and confused in tourism orientation. In image communication, there occurs the situation that the bidding mechanism selection is that the lowest bidder wins. There- fore, we must establish a new theory, introduce the completely new concept of ＂ communicating image＂ and ＂ soul image＂, strengthen the executive professional training, and establish the new operation mechanism of governmental leadership, the third party planning, the third party evaluation, three - party independence and interaction. The orientation of Hebei tourism images must reflect the unique positions of the environs of the capital city, unique landscapes, the local customs and practices and mental outlooks. For the slogans, we must get rid of the current widespread misunderstanding that the statement itself is literary as the standard.