旅游地形象策划研究——以广东省台山市(县)为例

STUDY ON THE TOURISM DESTINATION IMAGE DESIGNING——A Case Study Of Taishan County

本文以广东省台山市(县)为例,从县域的空间角度出发,在研究不同空间尺度的旅游目的地形象策划的共性和个性的基础上,提出该地域尺度类型的旅游地形象分析和策划的原则和依据,并结合台山市(县)的地理文脉和资源特色,对台山市(县)旅游形象系统作了初步探讨。

The first part of this paper, after briefly commenting the planning study and developing process of tourism destination image in China, points out the image of tourism destination has been playing an important role in tourism development. But the researchers use the pattern and method of CIS for reference in great deal. In this paper, the author combines case study to inquire into the image designing train of thought of county scale tourism destination, based on contrasting the same and different points of different spatial scale from the county scale angle. The second part analyzes individual and general characteristics of destination image planning's on different spatial scale. The author uses the real example to testify. In general, these plannings possess similar perception structure whose subjects include tourists, local inhabitants, designers and objects. It gives the possibilities of taking the same procedure to design variable tourism destination image. Secondly, different spatial scale has some different cognition regulars and focal points. So the small scale tourist destination should present distinctive image which can not be replaced, otherwise, its product will be lack of competition. Thirdly, different spatial scale has different designing stresses, which the large emphasizes on the whole image planning and the small involves substance planning such as the land use planning. The third part, starting from the planning characteristics of county scale image, offers planning of such destination image that is the principle of combining resources with market-oriented, integration with gradation, identification with reliable characteristics. And in this part, the author shapes Taishan county tourist image, based on geography characteristic and present situation of tourism industry development in the county. In the end, the author thinks that tourism destination image is a complex and systematical project, the author designs destination image system of Taishan county, points out some elements such as integration image, theoratical base, propaganda slogans, and concludes that it is necessary for more scholars to study the tourist destination image deeply.