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旅游目的地形象策划在新时期日益受到各方重视,有关旅游地形象策划的研究,在国内学术界才刚刚起步。尤其是针对某些特定地区的实证研究。关于成都,目前已有多种形象宣传,但尚无较为统一的有相当延续性的形象,这对于其旅游业的发展相当不利。本文指出了确立成都旅游目的地形象的重要性,并在地方性研究、受众分析和形象替代分析的基础上构建了一个包括理念基础、整体形象、宣传口号、产品形象等在内的较为全面的成都旅游目的地形象系统。
The image planning of tourist destination is increasingly valued by all parties in the new era. The research on the planning of tourist destination image has just started in the domestic academic community. Especially for some specific areas of empirical research. About Chengdu, there are many kinds of image promotion at present, but there is no relatively uniform and fairly consistent image, which is quite unfavorable to the development of its tourism industry. This paper points out the importance of establishing the image of tourist destination in Chengdu. Based on the analysis of local research, audience analysis and image replacement, this article builds a comprehensive system that includes concept base, overall image, propaganda slogan, product image and so on Chengdu tourism destination image system.