基于旅游者、政府、企业视角的成都城市旅游形象设计研究

Chengdu Urban Tourism Image Research Based On The View Of The Government,The Travel Agencies And The Visitors

有关成都的城市旅游形象,大部分学者单从政府角度或旅游者认知角度进行研究,缺乏政府和旅游者两个视角相结合的城市旅游形象研究。本文通过问卷调查和网络信息收集的方法,分析了当前成都政府网站、旅行社网站对成都城市旅游形象的宣传以及旅游者对于成都城市旅游形象的认知,从旅游者角度出发,以游客对于成都的认知——景点和美食两方面设计出新的成都城市旅游宣传口号:"巴适成都景、美哉川之味",并进行了相应的网络宣传方式的探索。

About the urban tourism image of Chengdu, most of the scholars do the research only from the perspective of the government or the tourists, lack of studies combined the perspective of government with the perspective of tourists. In this article, the author used questionnaire and collected the information of Internet, than analysis the urban tourism image of Chengdu promoted by government and tourism agencies, and the tourists＇ cognition of Chengdu urban tourism image, At last, designing the new urban tourism image of Chengdu from the perspective of tourism and putting forward the image promotion ,according to the tourists＇ cognition of Chengdu delicious food and leisure ,the new tourism slogan is ＂Fantastic scenic spots of Chengdu,Delicious flavour of Sichuan＂.