摘要
把西安地区丰富多彩、特色鲜明的旅游资源和产品 ,用相应的听觉信号与视觉符号等等形式准确地表达出来 ,是决定西部大开发中西安崭新的旅游形象能否快速、有效传播并产生形象效益的关键。西安的旅游资源表现出的旅游形象一定是与“都城”有关并且偏“古”的形象。目前 ,西安旅游产品对游客的亲和力不够 ,释放给游客的信息量不够。西安城市的本底形象应为“东方古都” ,用“东方古都”定位 ,符合国际游客进入中国旅游的动机 ,是有发展前景的。西安旅游形象的创新意境为“西安———五千年生生不息传递辉煌” 。
To present accurately the rich, colorful and peculiar resources and products of Xi'an before the tourists with suitable auditory and visual signals and other appropriate means is the key to whether the new tourism image of Xi'an in the great western development campaign can be rapidly and effectively spread so as to produce image efficiency. The tourism images reflected by the tourist resources in Xi'an are all related to “capital city” and are something “ancient”. At present, the tourism products do not have enough attraction to tourists, and do not release enough information to them, either. The basic image of Xi'an should be “an oriental ancient capital city”, and should be treated as such. This conforms to the motive of foreign tourists travelling to China, and has a bright future of development. The creative artistic conception of tourist image of Xi'an should be “Xi'an——five-thousand-year-old everlasting prosperity”, and should be presented in the form of artistic conception stream of image.
