CAJ | 학술논문

旅游目的地形象是旅游市场竞争的重要形式，也是旅游目的地发展的核心问题。目前旅游目的地形象构建理论多样化，彼此融汇。在综合考虑现有“二脉”“四脉”等理论的基础上，对原有旅游形象的构建程序进行细化与完善。创新之处在于：将“目的地相关者意见”这一新的参考要素融入其中，将“地方性研究”分解为“地脉”“文脉”两项，将“受众调查和分析”分解为“现实游客”“潜在游客”两项。以完善后的程序为依据，对广西武宣县旅游形象进行构建，将该地旅游形象确定为“山水仙城，豪情武宣”，并设计了武宣县旅游品牌标志，以期为其他地区的旅游目的地形象构建提供借鉴。
여유목적지형상시여유시장경쟁적중요형식，야시여유목적지발전적핵심문제。목전여유목적지형상구건이론다양화，피차융회。재종합고필현유“이맥”“사맥”등이론적기출상，대원유여유형상적구건정서진행세화여완선。창신지처재우：장“목적지상관자의견”저일신적삼고요소융입기중，장“지방성연구”분해위“지맥”“문맥”량항，장“수음조사화분석”분해위“현실유객”“잠재유객”량항。이완선후적정서위의거，대엄서무선현여유형상진행구건，장해지여유형상학정위“산수선성，호정무선”，병설계료무선현여유품패표지，이기위기타지구적여유목적지형상구건제공차감。
Tourism destination image is an important market competition form ,and its establishment is also a core issue of tourism destination development .At present ,tourism destination’s image has diverse clas‐sification .T his paper completes and refines the original “tourism image establishing procedure” upon the basis of considering the existing “two contexts”and“four contexts” tourism destination’s image construc‐tion theory . The innovations are :combining the new reference element “destination stakeholder com‐ments”together ,dividing the“local research”into“culture context”and“geography context”and dividing the“audience research and analysis”into “real tourists” and“potential tourists” to make it easier to oper‐ate .Lastly based on the new procedure ,this paper discusses the tourism image’s construction of Wuxuan county of Guangxi Autonomous Region ,and defines Wuxuan’s image as “Scenic Fairy City and Heroic Wuxuan” ,meanwhile we create its tourism brand identity .Upon the above research ,this paper provides reference for the tourism image’s construction of Wuxuan and the rest of China .