基于文化挖掘的城市旅游形象的定位——以兰州市为例

在对甘肃省的整体旅游形象和兰州市旅游形象的感知以及兰州市旅游意象构成要素调查的基础上,对地方文脉进行了深入地剖析,运用数理统计分析和CIS方法,将兰州旅游形象的文化识别概括为:黄河文化、渡口文化、桥和山水文化、城市和建筑文化、民族文化、丝路文化;将兰州市旅游意象的精邃归纳为:河-渡-桥-路-山-水-城.结合市场调查,突出兰州的历史文化地位和地理文脉,将兰州旅游形象的一级理念定位为:"千古丝路集散地,山水秀美黄河城";结合兰州旅游的地方性,可以设计出兰州的二级旅游理念:"黄河之都" ;"天下黄河第一城".在此基础上,建立兰州旅游形象系统及宣传口号.

Research on Urban Tourism Image Based on Cultural Background——A Case Study in Lanzhou City

In this paper,the holistic tourism image of Gansu Province and that of Lanzhou City as well as the factors affecting the tourism image are investigated and analyzed based on the regional cultural background.By applying the statistics analysis and GIS method,the cultural background in Lanzhou City is generalized as the Yellow River culture,ferry culture,bridge and mountain culture,urban and architecture culture,ethical culture and Silk Road culture.The soul of the tourism in Lanzhou City is summed up as the river-ferry-bridge-mountain-waterscity.Considering the investigation of tourism market,historical and cultural background and the geographical location of Lanzhou City,the primary tourism image of Lanzhou City is defined as the "important historical town on the Silk Road and beautiful modern city on the riverside of the Yellow River".Considering the local tourism image of Lanzhou City,the secondary concept of the urban tourism can be defined as the "first important city on the riverside of the Yellow River".Based on these propagandizing catchwords for the tourist in Lanzhou City,the tourism image of whole Gansu Province and other provinces are put forward.