“一带一路”背景下宁波城市旅游形象的定位和提升

The Positioning and Promotion of the Tourism Image of Ningbo under the Background of the Belt and Road Initiative

旅游形象是城市整体形象的一个维度,文化底蕴深厚、区位优势突出、重视城市品牌建设是宁波旅游形象塑造的优势。在"一带一路"背景下,宁波城市旅游形象要紧紧围绕"海丝活化石"这个主题进行定位,着力打造宁波古老、开放、创新和友爱的城市旅游形象。在此基础上,通过一个旅游宣传口号、一部城市旅游宣传片、一个重大旅游事件和一个全域旅游的系统来全方位提升宁波城市旅游形象。

Tourism image is a dimension of the overall image of the city. The advantages of Ningbo tourism image include the profound cultural deposits, prominent geographical advantages and emphasis on the construction of city brand. Under the background of the Belt and Road Initiative, the tourism image of Ningbo should be positioned tightly around the theme of “the living fossil of silk road on sea” to create an ancient, open, innovative and friendly image for Ningbo. On this basis, through a tourism slogan, a city tourism video, a major tourism event and a region-wide tourism system to promote the tourism image of Ningbo.