论旅游地形象的定位更新

中国旅游业的发展正在从产品驱动时代走向形象驱动时代 ,旅游地的形象已成为吸引旅游者的关键因素之一 ,是否拥有良好的、个性鲜明的旅游形象已成为旅游地占领市场的关键。本文运用巴特勒 (Butler)的旅游地生命周期理论 ,论述了旅游地形象产生、发展、停滞和衰落的过程 ,提出了如何根据市场需求与旅游地自身的特点及时更新其形象定位的方法。

On the Renewal of Image Orientation of Tourism Attractions

The development of China's tourism is moving from an era of product_orientation to that of image_orientation. As a result, the image of a tourist locality becomes the crutial appeal to the tourists; and a good, characteristic image is the key to secure a tourist locality's share in the market. With the application of Butler's life cycle theory of the tourist spots, the author expounds the complete process of the emergence, development, stagnation and declination in a tourist spot's image, and then discusses the possibility of renewing its image orientation in accordance with the market demand and its own characteristics.