扬美古镇旅游形象设计与传播策略探析

On the Tourism Image Design and Communication Strategy of Yangmei Ancient Town

随着旅游业的发展,旅游形象设计与传播已经成为旅游地发展战略的重要组成部分。本文从扬美古镇的SWOT分析入手,对扬美古镇的自然资源、历史人文资源、古建筑资源和民俗风情进行分析,以扬美古镇的市场感应为导向,对其旅游形象进行定位设计,并对其旅游形象传播策略进行了探讨分析。在旅游市场竞争日趋激烈的背景下,塑造好扬美古镇的旅游形象并加以传播,有助于提高其知名度和市场竞争力,并促进当地经济的发展。

with the development of tourism industry, tourism image design and communication have become important parts of tourism development strategy. This paper analyzes the natural resources, history-related resources, ancient building resources and folk custom of Yangmei ancient town. It also makes the positioning design for the town and discusses the communication strategy. In the context of fierce competition of tourism, shaping a good tourism image and making it known to all can help to gain more popularity for the town so as to promote the local economic development.