What is the significance of tourism image planning? What principles should be followed in the positioning of tourism image?

The operation mode of urban tourism image planning is one of the core problems to be solved in the practice of urban tourism image development planning. Tourism image planning includes tourism enterprise image planning and tourism destination image planning. The meaning of image planning of tourist destination is given here. Different people give different meanings to tourism image planning, but most of them are similar. Tourism destination image planning refers to the specific activities of planning the operation, planning and design of the tourism destination image strategy and shaping the tourism destination image on the basis of full investigation in order to achieve the tourism destination goals, especially to establish a good tourism destination image. Regional tourism image planning is a brand-new image recognition and marketing system based on the understanding of the traditional significance of tourist destinations and scenic spots, inspired by enterprise CI planning, influenced by advertising industry and promoted by the rapid development of domestic tourism. There are many examples of countries, provinces (states) or cities with developed international tourism spending huge sums of money on research, design and promotion. Through the positioning of tourism image, the proposal of theme slogan, the design and promotion of visual image and other basic image strategies, the development of regional tourism can be greatly promoted. The basic principles of tourism image positioning are: 1 and the principle of concentration of advantages. That is to say, when a region or city has multiple advantages, it must concentrate and focus on a certain point, so that other advantages can spread a halo around it, instead of offsetting or weakening it. 2. The concept of the leading principle. Concept leading means thinking ahead, not reality leading. The competition in reality is first of all the competition of ideas, that is, there must be "first" ideas and innovative ideas when designing and positioning. Dalian's coastal garden city ranks first in the country, with preconceptions. Even if it is more beautiful and better later, it is difficult to compete with it. Because it has set a trend in people's minds. This is also the reason why the Golden Gate Bridge in the United States has remained the number one in the world for 60 years. 3, the principle of personality. Two places in the same area cannot have the same anchor point, otherwise they will lose their personality, that is, it is not a blessing to mention this and that. 4. The principle of multiple positioning. This refers to the different levels of positioning under the main positioning. If Hainan is positioned as a tourist base, Sanya as a scenic tourist city, Wenchang as a cultural tourist city, Wuzhishan as a amorous feelings tourist city, Haikou as a business tourist city and so on. A complete urban tourism image planning practice should generally include seven steps: image investigation and diagnosis, image positioning mode and competition analysis, theme image planning, micro-image planning, spatial allocation and coordination of image elements, image shaping and dissemination, image evaluation and management.