旅游意象是游客心目中对城市的认知及其对外传播的主要载体也是城市核心竞争力的组成部分,城市意象的自我表达与游客感知的一致性与差异性直接影响城市对外营销策略与城市旅游产品的开发。本文基于“旅游意象”理念,从游客视角出发,以兴城古城为研究对象,主要采用文献研究法、专家咨询与问卷调查等方法进行旅游消费影响的期望与满意度及旅游意象研究,力图找到兴城古城旅游资源开发所存在的问题并提出发展策略和改进方向,促进兴城古城旅游资源的进一步优化,同时加快兴城古城旅游发展的步伐。 Tourism image is the main carrier of tourists ’perception of the city and its external communication. It is also an integral part of the city’s core competitiveness. The consistency and difference between the self-expression of city image and tourists’ perception have a direct impact on the city’s external marketing strategy and urban tourism Product development Based on the concept of “tourism image ”, from the perspective of tourists, taking Xingcheng Old City as the research object, this paper mainly studies the expectation and satisfaction of tourism consumption impact and tourism image research by means of literature research, expert consultation and questionnaire survey, Trying to find the existing problems in the development of Xingcheng ancient city tourism resources and putting forward the development strategy and improvement direction to promote the further optimization of Xingcheng ancient city tourism resources and at the same time speed up the development of Xingcheng ancient city tourism.