基于旅游形象屏蔽机理的温泉旅游目的地形象定位——以象州温泉为例

Image Orientation of Hot Spring Tourism Destination in Shielding Mechanism——A Case Study of Xiangzhou Hot Spring

20世纪90年代,学者开始关注旅游形象屏蔽现象,重点研究被屏蔽区域如何定位问题。温泉旅游目的地共性大、独特性小,在对客吸引半径上有其特殊性。结合旅游形象屏蔽机理,考虑温泉旅游目的地特殊性,对其旅游定位,目前鲜有学者研究。广西象州温泉历来享有"中南第一泉"之美誉,历史悠久、泉水质优良,但目前开发程度不够,且受到来自周边龙胜、嘉禾城、九曲湾等温泉形象屏蔽。本文立足温泉旅游地形象定位特殊性,结合象州温泉实际,尝试对其旅游形象定位,并设计旅游视觉识别系统。

In 1990s scholars began to study the shielding phenomenon in tourism,focusing on how to locate the area of the shielded spa tourism destinations with the particularity in the radius of attracting customers.Combined with tourism image of the shield mechanism,and considering the special features of spa tourist destination,few scholars have worked out how to position.Xiangzhou Spring in Guangxi,reputed as the "Central First Spring",has a long history and high-quality water.But now,it is constrained by the current poor development and under the image screen from Longsheng and others.Based on specialty and combined with the actual hot spring,this article tries to locate its tourism image and design the visual identity system of tourism.