基于旅游意象的古城旅游发展策略——以丽江为例

随着乡村旅游、绿色旅游的兴起,古城镇旅游也已成为热门旅游项目之一一,古城镇旅游的保护与开发也越来越受到社会各界的关注。在古城镇旅游中,最具代表的是南方的丽江古城、北方的平遥古城,它们成为全国古城旅游的典型。作为古城旅游开发的先例,丽江呈现了著名的"丽江模式",给全国古城旅游提供了诸多经验,但是也存在诸多问题。本文基于这一背景,以丽江古城作为研究样本,运用旅游意象理论,采用内容分析法进行重新审视与分析,找出古城在旅游发展过程中存在的主要问题并提出了相应的解决办法,以期对古城旅游开发有所启示。

The ancient town tourism has become one of the hottest tourism projects with the advent of rural tourism and green tourism in recent years. Nowadays, there have been growing public concerns about the preservation of ancient towns and the exploitation of relevant tourism. The representatives of ancient town tourism are Old Town of Lijiang in southern China and Old Town of Pingyao in northern China. They are also the stereotypes of national ancient town tourism. As the precedent of exploitation of ancient town tourism, Lijiang presents the well - known ＂Lijiang model＂, and provides a number of experience for national ancient town tourism while there also exist numerous problems in reality. At this background, by using Old Town of Lijiang as research sample, this dissertation tries to explore the main problems in the development of ancient town tourism, proposes respective solutions and enlightenment in the exploitation of ancient town tourism based on Tourism Image Theory.