试论五台山风景名胜区旅游形象设计

五台山是全国四大佛教圣地之一 ,国家AAAA级风景名胜区。目前游人接待量和旅游收入不仅位于四大佛教圣地之末 ,而且在本省也落到绵山之后 ,究其原因主要是该区旅游形象笼统模糊、并缺乏相应的宣传口号。文章分别从自然环境、佛教文化、民俗文化、古代建筑四个方面对五台山风景名胜区做了基本形象设计 ,并提出了“清凉佛国五台山”的宣传口号

The Tourism Image Designing of Wutai Mountain

Wutai mountain is one of the four Buddhism sacred places, and it is one of the china AAAA grade scenic spots.According to later statistics,the tourist number and profit are not only positioned in the bottom list of the four B.S.P.but also have been passed by those of Mian mountain in Shanxi province.we think the main reason is that the scenic spot of Wutai mountain has never done well in its Image designing and conducted successful publication.This article attempts to design its image.Based on its natural environment,we call it"feeling the cool scenic spot";based on Buddhism culture we call it"paying homage at Wenshu Bodhisattva";based on the folk custom we call it"worshiping Yang clan";based on the ancient buiding art we call it"appreciating the ancient architecture art".According to the four aspects,we have roughly designed the image of Wutai mountain,and provided the advertising slogans:cool Buddhist sacred place.