CAJ | 학술논문

近年来，成都在旅游形象定位上的摇摆不定，已成为困扰当地旅游业发展的一大制约因素。以多元分析的观点来分析以往定位形象的不足及成因，综合成都城市个性、游客本底感知形象、形象替代与叠加、形象演进态势等，将成都概括为“富丽天府都，百味体闲城”的总体形象定位。为实现投射形象与知觉形象相吻合，针对各目标区域市场，以实现构建系列化主题形象。
근년래，성도재여유형상정위상적요파불정，이성위곤우당지여유업발전적일대제약인소。이다원분석적관점래분석이왕정위형상적불족급성인，종합성도성시개성、유객본저감지형상、형상체대여첩가、형상연진태세등，장성도개괄위“부려천부도，백미체한성”적총체형상정위。위실현투사형상여지각형상상문합，침대각목표구역시장，이실현구건계렬화주제형상。
Ab The frequently chang/ng tourism image orientation has become a serious restrictive factor inflnencing the development of Chengdu tourism. By analyzing the deficiency and the cause of this orientation, this paper puts forward the tourist image of rich beautiful God capital, leisure city with all kinds of gout, including city personality, image background, image substituting and folding, image development, etc. Through inosculating projected image with sentimental image, the paper proposes to construct a series of thematic images target markets.