国际陶瓷文化旅游目的地形象建设的研究

Research on the Image Construction of Jingdezhen International Ceramic Tourism Destination

在景德镇国家陶瓷文化传承创新试验区建设背景下,旅游业作为一项能充分拉动地区综合发展的重要产业在试验区建设中大有可为。而旅游目的地形象在游客目的地选择中具有至关重要的作用。本文基于景德镇旅游目的地形象发展现状,分别从游前、游中、游后分析影响景德镇旅游目的地形象的因素,提出创新营销推广方式,提高从业人员服务质量,延长陶瓷产业链条,规范陶瓷商品市场发展等建议。

Under the background of the construction of Jingdezhen National Ceramic Culture Inheritance and Innovation Experimental Zone, tourism, as an important industry that can fully stimulate the comprehensive development of the region, has great potential in the construction of the experimental zone.The tourism destination image plays a vital role in the choice of tourists’ destination. Based on the development status of Jingdezhen tourism destination image, this paper analyzes the factors affecting Jingdezhen tourism destination image before, during and after the tour, and puts forward some suggestions, such as innovating marketing promotion methods, improving the service quality of employees, prolonging the ceramic industry chain, standardizing the development of ceramic commodity market and so on.