大连森林动物园旅游形象定位和传播策略

On Tourism Visualization and Promotional Strategy of Dalian Forest Zoo

为适应大连旅游的发展,积极开拓旅游市场,招徕客源,大连森林动物有必要从现在起打造特色品牌,树立良好形象。把旅游形象的定位建立在对游客所进行的翔实的市场调研的基础上,结合调研得出的结论和大连森林动物园自身的特点来探讨,确立了动物园"生命之园"的主题形象,并对形象的传播策略进行了简要说明。

To Keep up with the development of Dalian's tourism industry, carve out tourism markets and drum up tourists, Dalian Forest Zoo should make up its own brand and good social visualization. Based on the survey on the tourists and the character of the zoo, this paper creates a major brand, Palace of Life, for the zoo. This paper also makes some suggestions about how to promote this brand.