基于市场调查的重庆旅游形象后期管理研究

“形象战略”在旅游地的发展过程中起着举足轻重的作用，它是旅游目的地在激烈的客源市场竞争中取得胜利的关键。然而，官方、专家苦心打造出来的旅游目的地“策划形象”，可能并不一定是旅游者眼中的目的地形象，并且也不一定能被旅游者所感知，文中在进行了大量的调查后，发现重庆的旅游形象营销策略存在宣传不到位、政府与企业在宣传时步调不统一、缺乏对旅游形象的动态管理等一系列问题。由此，提出了相应的解决措施，希冀为重庆旅游形象营销战略提供一定的借鉴作用。

A Market Investigation-Based Study of the Dynamic Management of Chongqing Tourism Image

＂Image strategy＂ plays a decisive role in the competitiveness for the tourist market in many tourist destinations. However, the tourism image built up by the officials and experts may not necessarily be the destination image in the eyes of the tourists, and not necessarily be perceived by them. In this paper, based on a great deal of investigation, the authors have come to the conclusion that the image strategy of Chongqing is not effective enough, the government and the enterprises do not coordinate well in their propaganda, and dynamic management is absent. Therefore, the authors propose corresponding measures to overcome these deficiencies and hope that they can provide reference for the ＂image strategy＂ of Chongqing.