河北省整体旅游形象基于国民印象的差异性定位

Study on Differential Positioning of Hebei Overall Tourism Image Based on National Impression

目前河北省旅游形象定位仍处在首都后花园的位置,面对周边省份旅游品牌的崛起,河北省仍缺乏有影响力的经典线路和旅游品牌,与河北省旅游业"十二五"规划纲要提出的"旅游强省"目标相差甚远。将河北省旅游目的地划分为四种类型:休闲旅游、人文历史旅游、红色旅游和宗教旅游。选取云南、陕西、山西、山东、江西和福建作为调研地,得出以上四类河北省旅游目的地基于国民印象的旅游形象测算结果。在分析测算结果和成因的基础上,提出河北省整体旅游形象基于国民印象的差异性定位的相关建议:注重有效的形象感知方式、结合主要旅游目的设计旅游产品和着力推出长城文化体验式旅游。

Being one of the most attractive tourism destination in China has been set as the primary goal of Twelfth Tourism Plan by Heibei local government. However, the tourism image position of Hebei still stays at the backyard of Beijing. Facing the challenges caused by the rise of adjacent provinces’ tourism, Hebei unfortunately lacks of classic tourism products and brands. Thus, this paper classified the tourism destinations in Hebei into four groups, including leisure tourism, historical and cultural tourism, revolutionary tourism and religious tourism. Then this paper investigated citizens in Yunnan, Shanxi, Shaanxi, Shandong, Jiangxi and Fujian ,and gave out the calculation results about the tourism image of the four tourism-destination groups. Based on the analysis of the calculation results and reasons,this paper proposed three countermeasures about differential positioning of Hebei overall tourism image from the perspective of national impression,such as focusing on the most effective way of delivering image, taking tourism purpose into the consideration of designing tourism products,and laying stress on the promotion of Great Wall theme.