海口市旅游形象研究

On the Tourist Image Building of Haikou,Hainan

随着旅游业发展,竞争日益激烈,塑造良好旅游形象已经变得越来越重要。由于不少城市旅游产品同质化,使得其在形象塑造过程中趋同,这导致了城市旅游形象模糊,没有特色,从而丧失竞争力。如何结合自身城市特点,塑造一个鲜明的旅游形象显得十分重要。通过海口市旅游发展现状分析存在的问题,通过海口市旅游形象分析,针对海口旅游进行总体定位,最后分别从理念形象塑造、视觉形象塑造和行为形象塑造三方面对海口市整体旅游形象进行塑造。

With the development of the tourism industry,the competition of tour industry is more intensively,molding a good tour image is become more and more important. Because many tourism product of tourist city is homogeneity,which make many cities in the process of image creation is similar. This turn the the city tourism image fuzzy,no characteristic,thus losing the competition ability. How to combine the characteristics of the city,mold the unique and clear city tour image prove to be very important. This paper analyzes the problems of the Haikou ＇s tourism through the analysis of the tourism image of Haikou,the overall positioning of the city and finally the study its present development and molds Haikou ＇s the tourist image respectively,three aspects,by ideal and visual and behavioral construction.