| 西安城市旅游形象再定位研究 |
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| 引用本文： | 马晓龙.西安城市旅游形象再定位研究[J].干旱区资源与环境,2006,20(1):47-52. |
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| 作者姓名： | 马晓龙 |
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| 作者单位： | 中山大学管理学院,广州,510275 |
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| 摘 要： | 城市旅游形象定位是城市旅游形象设计的重要工作内容,对于指导城市旅游开发、产品设计和影响游客旅游决策等方面都具有重要意义。在分析城市旅游形象定位内涵和总结国内外研究进展的基础上,对西安市相关城市旅游形象定位理念进行了解读,认为现有形象定位理念在指导城市旅游开发和影响旅游者消费决策方面的作用不明显。按照旅游形象定位的一般流程,在地方性研究、受众调查和替代性分析的基础上,重新将西安城市旅游形象定位为“最具东方神韵的遗产旅游目的地城市”,并对这一定位进行了相应解释。
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| 关 键 词： | 城市旅游 形象定位 西安市 |
| 文章编号： | 1003-7578（2006）01-047-06 |
| 收稿时间： | 2004-10-15 |
| 修稿时间： | 2004年10月15 |
A Study on Image Re-orientation About Urban Tourism of Xi'an |
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| MA Xiao-long.A Study on Image Re-orientation About Urban Tourism of Xi''''an[J].Journal of Arid Land Resources and Environment,2006,20(1):47-52. |
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| Authors: | MA Xiao-long |
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| Institution: | Management School, Zhongshan University, Guangzhou 510275, China |
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| Abstract: | Tourism image orientation about urban is a very importantjob for the design of tourism image,which can guide urban tourism development,products design and influence tourists'decision-making.Based on the analysis of the connotationof tourism image orientationand the review of the researching process,the current tourism image orientationof Xi'an is analyzed,the author think that the present ideas of image orientationare not enough to guide tourism developmentand influence the tourists'decision-making.Using the normal flow,based on the local study,investigation to peopleand the analysis about substitutions,the tourism image orientationof Xi'an is created as "Heritage tourism destination city with the most oriental charm",and the correlated explanations are provided. |
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| Keywords: | urban tourism image re-orientation Xi'an city |
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