基于形象定位分析的西安与成都旅游形象多元化对比研究

Analysis of Multi-comparison between Xi'an and Chengdu Tourism Image based on Image Positioning

以实地调研的问卷统计结果为基础,通过对西安市与成都市的旅游发展状况的简要分析,结合旅游形象定位的理论,对西安与成都的旅游形象多元化定位进行探索性研究,总结了西安与成都旅游形象推陈出新的必要性及可能途径,同时对西安与成都的旅游品牌形象的构建提出可行性构想。

T his paper is based on the statistical result of questionnaire of fieldw ork ,and briefly analyzes of Xi＇an and Chengdu tourism resources and tourism development ,tourism and image positioning theory ,and brief analyses of Xi＇an and Chengdu tourism resources and tourism development ,tourism and image posi-tioning theory ,exploratory study on the diversification of Tourism Image positioning in Xi＇an and Cheng-du ,summed up the necessity and possible ways to introduce new Tourism Image of Xi＇an and Chengdu .Xi＇an and Chengdu＇s tourism brand image feasibility concept of sustainable development of tourism has some practical significance for Xi＇an and Chengdu .