旅游目的地形象构建程序之反思与完善——以广西武宣县为例

The Reflection and Improvement of Tourism Destination Image's Construction Procedure——Take Wuxuan County of Guangxi Autonomous Region for Example

旅游目的地形象是旅游市场竞争的重要形式,也是旅游目的地发展的核心问题。目前旅游目的地形象构建理论多样化,彼此融汇。在综合考虑现有"二脉""四脉"等理论的基础上,对原有旅游形象的构建程序进行细化与完善。创新之处在于:将"目的地相关者意见"这一新的参考要素融入其中,将"地方性研究"分解为"地脉""文脉"两项,将"受众调查和分析"分解为"现实游客""潜在游客"两项。以完善后的程序为依据,对广西武宣县旅游形象进行构建,将该地旅游形象确定为"山水仙城,豪情武宣",并设计了武宣县旅游品牌标志,以期为其他地区的旅游目的地形象构建提供借鉴。

Tourism destination image is an important market competition form, and its establishment is also a core issue of tourism destination development. At present, tourism destination＇s image has diverse clas- sification. This paper completes and refines the original ＂tourism image establishing procedure＂ upon the basis of considering the existing ＂two contexts＂ and ＂four contexts＂ tourism destination＇s image construc- tion theory. The innovations are. combining the new reference element ＂destination stakeholder com- ments＂ together, dividing the ＂local research＂ into ＂culture context＂ and ＂geography context＂ and dividing the ＂audience research and analysis＂ into ＂real tourists＂ and ＂potential tourists＂ to make it easier to oper- ate. Lastly based on the new procedure, this paper discusses the tourism image＇s construction of Wuxuan county of Guangxi Autonomous Region, and defines Wuxuan＇s image as ＂Scenic Fairy City and Heroic Wuxuan ＂, meanwhile we create its tourism brand identity. Upon the above research, this paper provides reference for the tourism image＇s construction of Wuxuan and the rest of China.