浅谈海南景区在国际旅游岛背景下的旅游形象广告与口号的创新——以海南蜈支洲岛度假区为例

引言海南国际旅游岛正式将海南带入了了全新的形象时代,"形象"宣传的竞争将成为海南同其他同质旅游目的地竞争的主导形式之一,而形象宣传当中最重要的形式就属旅游形象广告和口号,因此,在海南的旅游资源开发规划过程中,旅游形象(TIS,又叫旅游地形象)的广告和口号的打造显得更加的迫切和重要。

As the implementation of the state's major strategy—international tourist island of Hainan,Hainan Island is initially planning to build a world-class island holiday resort in 2020.Thus the construction of tourist attractions in Hainan is also required to grow into a new level which is in line with the new image of an international tourist island.This article takes the tourism advertisements and slogans of Wuzhizhou holiday resort as example,explores how to design a new tourism image ads and slogans in order to make the image of Hainan Tourist attractions stand out among other homogeneous.