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21世纪是形象竞争时代,人们的消费观念都不同程度的带上了形象消费的特点。各国各地区的旅游业竞争已进入了整体竞争——旅游地形象力竞争时代。特色鲜明、充分挖掘市场需求的形象更能赢得旅游者的青睐,增强旅游地的吸引力,在竞争中赢得优势。内蒙古旅游资源丰富,特色鲜明,但是在塑造旅游形象方面存在不足,存在着旅游形象定定位不准确清晰、个性不明显、时代感不强等问题。本文在对内蒙古现有的旅游形象进行分析之后,从差异定位、借助已有知名度、突出时代精神等方面,为内蒙古旅游形象进行科学、合理的定位提出具体的建议。
The 21st century is the era of image competition, people’s consumption concept to varying degrees, bring the image of consumer characteristics. Tourism competition in all regions and regions has entered the overall competition - the era of competitive image of the tourist destination. Distinctive features, and fully tap the image of the market demand more to win the favor of tourists, enhance the attractiveness of the tourist destination, to win the advantage in the competition. Inner Mongolia is rich in tourism resources and has distinctive features. However, there are some shortages in shaping the tourism image. There are some problems such as inaccurate positioning of tourism image, inconspicuous personality and poor contemporary feeling. After analyzing the existing tourism image in Inner Mongolia, this article makes specific suggestions for the scientific and reasonable positioning of tourism image in Inner Mongolia from the perspectives of differential positioning, existing reputation and highlighting the spirit of the times.