CAJ | 학술논문

旅游地定位是旅游地营销过程中最基本也是最重要的一个环节，精确的定位决定着旅游地今后的发展。本文以南京市为实例，借助国外运用成熟的IPA方法对南京旅游地形象进行定位，得出历史遗迹、生态环境(绿化)、旅游信息、价格物有所值、文化氛围、城市建设及建筑、城市化水平、滨江景色、休闲氛围、康体疗养和便利的交通等是定位南京旅游形象的重要旅游要素，并最终赋予南京“滨江上的智慧绿都———古南京”形象定位口号。
여유지정위시여유지영소과정중최기본야시최중요적일개배절，정학적정위결정착여유지금후적발전。본문이남경시위실례，차조국외운용성숙적IPA방법대남경여유지형상진행정위，득출역사유적、생태배경(녹화)、여유신식、개격물유소치、문화분위、성시건설급건축、성시화수평、빈강경색、휴한분위、강체요양화편리적교통등시정위남경여유형상적중요여유요소，병최종부여남경“빈강상적지혜록도———고남경”형상정위구호。
Destination positioning is the most basic of destination marketing process and is one of the most important link. Tourism destination image positioning is to strengthen the nature of tourism destination. This paper takes Nanjing as an example, with the help of IPA, screening out historical sites, ecological environment ( greening rate ) , tourist information,value for money,culture atmosphere,urban construction and building,urbanization level,riverside landscape, leisure environment,convenient traffic and sports rehabilitation is the important element to position Nanjing tourism,and eventually gives a slogan to Nanjing:"wisdom green on the riverside-ancient Nanjing".