供给侧改革背景下青岛旅游形象建设研究

A Study on Qingdao Tourism Image under Supply-side Reform Background

当前，中国进入了大众旅游时代，但制约旅游业发展的主要因素不是需求不足，而是供给侧结构不能适应需求多元化、升级型的市场消费。因此，旅游供给侧改革是时代发展的要求。城市旅游形象是人们在旅游过程中对旅游地所产生的总体认识和认同程度，反映了人们对城市旅游功能的认知度和美誉度，决定着旅游者旅游动机的激发程度。因此，城市旅游形象建设是旅游供给侧改革的重要内容和关键。本文通过供给侧结构改革的理论，探讨青岛旅游形象建设，深入研究青岛供给侧改革背景下青岛旅游形象建设，在此基础上，提出青岛旅游形象建设的策略。

In the era of mass tourism, the key factors that condition its development are not the insufficient demand but the supply-side structure which is not suitable for diversified and upgraded consumption. Therefore, supply-side reform accord with times requirement. Developed in the process of tourism by people, urban tourism image is an overall understanding and acceptance to tourist destination, which reflects people＇s awareness and fine reputation to the city＇s tourism functions and determines the excitation of tourist motivation. So, urban tourism image promotion is an important content and key to tourism supply-side reform. Based on theories of supply-side structure reform, this paper first explores Qingdao tourism image promotion under the background of supply-side reform, then proposes some tactics in favor of the sound development of Qingdao＇s tourism industry.