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本文研究了大型活动对旅游目的地形象影响机制和策略。大型活动形象影响机制包括大型活动形象的形成机制、大型活动形象与目的地形象匹配机制、目的地形象形成和传播机制三个过程。本文最后给出了利用大型活动提升和传播目的地形象的对策。
This paper studies the mechanism and strategy of the impact of large-scale activities on tourist destination image. The mechanism of the large-scale activity image includes the formation mechanism of the large-scale activity image, the matching mechanism of the large-scale activity image and the destination image, the formation and transmission mechanism of the destination image. Finally, this article gives the countermeasures of using large-scale activities to promote and spread the destination image.