江西省旅游形象研究——以宜春为例

江西省是一个旅游资源大省,能否将旅游资源的优势转化为旅游产业强势,其关键在于江西省能否塑造一个良好的旅游形象。文章以宜春旅游形象的塑造为例,旨在为江西及其境内其他各地市旅游形象的塑造提供一个范式,以供参考和借鉴。故而,首先分析了宜春旅游业的发展现状,主张宜春应着力打造"休闲之都"这一旅游形象,并提出了具体打造宜春"休闲之都"的对策,即精心设计宜春"休闲之都"旅游形象的标识、精心构思宜春"休闲之都"形象的宣传口号、加强宜春"休闲之都"旅游产品的设计与开发、注重宜春"休闲之都"社会休闲环境的营造、加强宜春"休闲之都"旅游形象的对外宣传力度。

Jiangxi Province has plenty of tourism resources. To change the advantage of tourism resources into the strength of tourism industry, the key lies in the creation of a good tourism image. The article takes the developing tourism images of Yichun as an example in order to give a model and experience for Jiaugxi province and other districts in Jiangxi, analyses the development situation of Yichun tourism, advocates to make Yichun the city of leisure, and puts forward the countermeasures of designing the tourism logo, elaborating the propaganda slogan, strengthening the design and development of tourism products in Yichun, focusing on the construction of the social leisure environment, and propagating the tourism image of the city of leisure in Yichun.