旅游目的地形象分析与重塑.docVIP

旅游目的地形象分析与重塑 摘 要：经济发展新时期，我国旅游业也不断发展，在资源驱动、产品驱动、市场和营销驱动之后迎来了形象驱动阶段，形象品牌价值成为人们关注的重点。而我国不论是在旅游目的上、在数量上还是关于质量上都在不断地向前发展，而且现在旅游者对自己的目的地的质量要求也在不断攀升，从而现在的人们比较注重有关目的地的所拥有的自然属性，比如秀美的山川、文化的古建韵味，转为关注目的地背后的象征意义和符号价值等文化形象，但是目前存有许多旅游目的地形象固化、独特性和吸引力不强的情况，所以就如何能够转变现存的固有印象，怎样才能塑造既能得到游客赏识又能够具有较强劲地竞争力的这一旅游目的地是当下旅游目的地在现下规划和经营期间必须思考的问题，本文将以柳江古镇为例来探讨旅游目的地形象的重塑。 关键词：旅游目的地;形象重塑;柳江古镇 Abstract In the new era of economic development, Chinas tourism industry has also developed continuously. After the resource-driven, product-driven, market-driven and marketing-driven, it has ushered in the image-driven stage. The image brand value has become the focus of peoples attention. However, China is constantly moving forward in terms of tourism purposes, quantity and quality, and now the quality requirements of tourists for their destinations are constantly rising, so that people now pay more attention to relevant destinations. The natural attributes of the park, such as the beautiful mountains and rivers, the ancient charm of culture, turn to the cultural image of the symbolism and symbolic value behind the destination, but there are many destinations that are solidified, unique and attractive. It is not strong, so how to transform the existing inherent impression, how to create a tourist destination that can be both appreciated by tourists and more competitive, is that the current tourist destination must be considered during the current planning and operation. The problem, this article will take Liujiang Ancient Town as an example to explore the reshaping of the image of tourist destinations. Keywords: tourism destination; image reshaping; Liujiang Ancient Town 1 绪论 1.1 研究背景意义 如果一个城市在旅游业方面想要得到绵延不断地发展能力，并不单是关于旅游业现有资源的保护和关于未来生态问题持续性的发展，这不仅仅是开发不同资源和创建几个项目那样简单，而是因为它的发展取决于这个旅游城市不断发展的现象以及整体的活力形象和因为这一现状所形成的综合力。一个旅游的形象其实是旅游业发展的灵魂，并且能在很多程度上去影响来旅游者的购买意向，同时他也是旅游目的地来形成关于这个旅游市场所存在的竞争优势的一个重要工具，同时这个也是一些旅游公司的一种营销手段是否能够有效实施的一个关键性因素。在这个旅游期间活动里，大部分旅游者都是以金钱、时间和精力的付出取得关于不同的场所使用、空间移动、文化体验和