广州城市形象研究回顾与展望

A Review and Prospect of Studies on Guangzhou City Image

在全球经济市场化环境条件下,城市形象是一项宝贵的无形资产。在界定城市形象、城市标志、城市景观这3个概念的前提下,对国内外学者近期的广州城市形象的研究成果,包括“羊城八景”景点评审结果的历史变迁、国内外游客对广州总体形象以及对形象评价各要素的评价、广州城市形象宣传推广工作的成绩和存在问题等进行了归纳整理;并根据作者多年来在国内外旅游的体会对如何提高广州城市形象提出了建议。提高城市形象的主要措施有:政府牵头全民参与是成功的关键;廉洁高效政府官员及服务周到的人民公仆可增强对外资和人才的亲和力;以现代科学技术宣传景点文化可克服语言方面障碍;不断提高市民文化、道德和法律素质也是进一步提高城市形象的重要措施;提高广州城市城市形象建设要软件和硬件一起抓。以期为广州今后创造良好城市形象,吸引外资和人才,发展经济提供参考。

Under the marketization of global economy,the image of a city is a kind of valuable intangible assets.This project is designed to provide references for Guangzhou City to create a good image in the future in order to absorb foreign fund and talents to develop its economy.After defining three concepts,the image of a city,city landmarks,and city landscapes,a review of quality research results of studies on the image of Guangzhou City by scholars at home and abroad has been carried out in this paper,including the historical changes of the review results of the"Eight Scenery of Yangcheng"scenic spots,domestic and foreign tourists'perceptions of Guangzhou's and the evaluation of the elements of image evaluation.The achievements and existing problems of Guangzhou's image publicity and promotion work are summarized and sorted out.The main measures to improve the city's image are as follows,the government's leading participation of the whole people is the key to success;honest and efficient government officials and well-served public servants can enhance the affinity for foreign capital and talents;the use of modern science and technology to promote the culture of scenic spots can overcome language barriers;It is also an important measurement to improve continuously citizen’s cultural,moral and legal qualities if a city wants to upgrade its image.The development soft and hard wares needs to be paid attention when improving city image.