温泉旅游小镇形象塑造路径——以安徽半汤镇为例

The Image-shaping Path of Hot Spring Tourism Town——Take the Town of Bantang,Anhui as an Example

运用案例分析、访谈等研究方法,以城市形象识别系统理论为基础,对安徽半汤镇温泉旅游小镇形象塑造进行研究,提出从理念识别构建、行为识别构建、视觉识别构建3条路径对半汤镇温泉旅游形象进行塑造,解决发展定位、发展规划、发展特色等问题,建议在半汤镇温泉旅游形象塑造过程中政府统筹规划、企业主导、全民高度参与,夯实小镇形象塑造的路径.

Using case analysis,interview method and other research methods,this paper studies the image shaping of hot spring tourism town in Bantang town,Anhui Province on the basis of urban image recognition system theory.It is believed that from the three paths of idea recognition construction,behavior recognition construction and visual recognition construction,the hot spring tourism image of Bantang town is designed to solve the problems of development positioning,development planning,and development characteristics.It is suggested that in the process of hot spring tourism image shaping,Bantang town requires the government to coordinate,enterprises to lead,and the whole people to participate in a high degree,so as to consolidate the path of image shaping of the town.