学术
成都旅游形象重新定位探讨——以多元分析的观点
毛长义 [1] 段彩丽 [2] 张清明 [3] 易成波[3]
[1]成都信息工程学院管理系,四川成都610103 [2]西南交通大学旅游学院,四川成都610031 [3]四川大学建筑与环境学院,四川成都610065
摘 要:
近年来，成都在旅游形象定位上的摇摆不定，已成为困扰当地旅游业发展的一大制约因素。以多元分析的观点来分析以往定位形象的不足及成因，综合成都城市个性、游客本底感知形象、形象替代与叠加、形象演进态势等，将成都概括为“富丽天府都，百味体闲城”的总体形象定位。为实现投射形象与知觉形象相吻合，针对各目标区域市场，以实现构建系列化主题形象。[著者文摘]
文章出处:
《商业研究》-2007年9期 -210-213页
栏目信息:
分 类 号:
文献标识码:
A
文章编号:
1001-148X（2007）09-0210-04
The Reorientation of Chengdu Tourism Image From the Plurelistic View Points
MAO Chang - yi , DUAN Cai - li, ZHANG Qing - ruing3 YI Cheng - bo （1. Department of Management, Chengdu Information Engineering Institute, Chengdu 610103, China; 2. College of Tourism Management ,Southwest Jiaotong University, Chengdu 610031, China 3. College of Building and Environment,Sichuan University , Chengdu 610065, China）
Abstract:
Ab The frequently chang/ng tourism image orientation has become a serious restrictive factor inflnencing the development of Chengdu tourism. By analyzing the deficiency and the cause of this orientation, this paper puts forward the tourist image of rich beautiful God capital, leisure city with all kinds of gout, including city personality, image background, image substituting and folding, image development, etc. Through inosculating projected image with sentimental image, the paper proposes to construct a series of thematic images target markets.[著者文摘]
Key words:
Chengdu; tourism image; reorientatlon; pluralistic analysis
基金资助:
四川省教育厅重点研究基地四川旅游发展研究中心立项资助课题《面向未来的都市旅游形象设计与形象整合一以成都为例》的成果之一.项目编号：LY05-09.
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