海南自由贸易港旅游形象建设:国际经验与本土实践

Tourism Image Building of Hainan Free Trade Port:International Experience and Local Practices

旅游形象建设是提升海南自由贸易港综合竞争力,推进国际旅游消费中心建设的重要环节。新加坡、迪拜和鹿特丹在旅游吸引物开发、软硬件设施建设、文化氛围营造、旅游管理等方面积累了丰富的经验。海南自由贸易港旅游形象建设应当立足自身实际,借鉴国际经验,针对当前存在的不足进行重新定位和系统规划。通过培育特色鲜明的认知符号,构筑高品质的消费环境,并运用节事营销强化品牌传播,逐步构建起具有全球影响力和可持续吸引力的旅游形象。

Tourism image building plays an important part in promoting comprehensive competitiveness of Hainan Free Trade Port and boosting construction of the international tourism consumption center.Singapore,Dubai and Rotterdam have accumulated rich experience in tourist attraction development,hardware and software facilities construction,atmosphere creation and tourism management.In view of the existing deficiencies,Hainan Free Trade Port should reposition and make a systematic planning based on both international experience and its own reality.A tourism image with global influence and sustainable attraction can be gradually constructed by measures such as cultivating distinctive cognitive symbols,building high-quality consumption environment,as well as strengthening brand communication through event marketing.