长江大学学报(社会科学版)
長江大學學報(社會科學版)
장강대학학보(사회과학판)
Journal of Yangtze University (Social Sciences Edition)
2015年
8期
66-70
,共5页
古镇%旅游形象%提升%维护
古鎮%旅遊形象%提升%維護
고진%여유형상%제승%유호
ancient town%tourism image%promotion%maintenance
浙江古镇的旅游发展水平参差不齐,游客对其评价也不尽相同。尽管浙江省在全国古镇旅游发展中位于前列,但仍因缺乏科学规划管理而出现一些问题,影响了古镇在游客心目中的美好形象。古镇旅游形象的塑造受主客观因素和形成机制的影响。浙江古镇旅游形象的提升与维护应包括以下策略:着眼古镇自身资源与目标市场,找准旅游地形象定位;整合提升构成要素,打造个性鲜明、主题突出的古镇旅游形象。
浙江古鎮的旅遊髮展水平參差不齊,遊客對其評價也不儘相同。儘管浙江省在全國古鎮旅遊髮展中位于前列,但仍因缺乏科學規劃管理而齣現一些問題,影響瞭古鎮在遊客心目中的美好形象。古鎮旅遊形象的塑造受主客觀因素和形成機製的影響。浙江古鎮旅遊形象的提升與維護應包括以下策略:著眼古鎮自身資源與目標市場,找準旅遊地形象定位;整閤提升構成要素,打造箇性鮮明、主題突齣的古鎮旅遊形象。
절강고진적여유발전수평삼차불제,유객대기평개야불진상동。진관절강성재전국고진여유발전중위우전렬,단잉인결핍과학규화관리이출현일사문제,영향료고진재유객심목중적미호형상。고진여유형상적소조수주객관인소화형성궤제적영향。절강고진여유형상적제승여유호응포괄이하책략:착안고진자신자원여목표시장,조준여유지형상정위;정합제승구성요소,타조개성선명、주제돌출적고진여유형상。
Different ancient towns in Zhejiang Province have different levels of tourism development and tourist evaluation.Although Zhejiang Province is at the forefront in Chinese ancient town tourism de-velopment,many Zhejiang ancient towns have some problems that can’t be ignored,which affect the ima-ges of ancient towns in tourists'eyes,due to the lack of scientific planning and effective management.The images of ancient towns are affected by subjective and objective factors,and the image formation mecha-nism of ancient towns.The strategies of promoting and maintaining the tourism images of Zhejiang ancient towns may include:firstly,focus on the ancient town of its own resources and target market,identify the location of the tourism image;secondly,integration and enhance the elements of the building,and create ancient towns’tourism images with a distinctive personality and highlighted themes.