Public relations homework: headline: image is value. Subtitle: For example, the image of Xi 'an. Before the evening of May 23rd, please.

On the image of Xi' an with examples

Cities are the support points of modern tourism. With the arrival of the post-industrial era, tourism has begun to "urbanize" and cities have become the unity of tourist destinations and tourist destinations. Urban tourism image refers to tourists' overall, abstract and general understanding and evaluation of a tourist city. Recent research shows that image is one of the most critical factors to attract tourists, and how to plan a successful tourism image has become a major challenge for all countries, regions and cities. First of all, with the vigorous development of tourism, the regional competition among tourist cities is becoming more and more fierce. From "resource competition" to "product competition" and then to "image competition", all cities regard the overall shaping of urban tourism image as the primary strategy of urban tourism development. Such as Hong Kong, Shanghai, Dalian, Weihai, Zhuhai and other cities. In addition, since 1980, the world has entered the information age, and information dissemination has become diversified, rapid and personalized. Under the background of globalization and informatization, the methods and means of urban tourism image planning have changed greatly. The shaping of urban tourism image has become an information communication activity between the communication subject (tourist city) and the communication object (tourist), and the media has played a key intermediary role in it. How to use various media and means to carry out a series of public relations planning activities is a higher requirement for urban tourism image planning activities in the information age. From this point of view, taking Xi 'an as an example, this paper discusses how to carry out systematic urban tourism image planning under the background of globalization and informatization.

Xi's image of urban tourism

The image implication of Xi 'an

The author believes that the positioning of Xi 'an's urban tourism image is: "The country of emperors: Xi 'an! ".It contains profound image implication: firstly, it shows the" ancient spirit "and" atmosphere "that Xi 'an, as the ancient imperial capital of the Chinese nation, has shown for a long time. The refinement of The Kingdom of the Imperial Capital summarizes many characteristics of Xi 'an, such as "Four Ancient Capitals in the World", "Ancient Capitals in the Thirteen Dynasties", "Primitive City" and "Museum of Natural History", which has a strong shock and appeal. Secondly, Xi 'an has the most famous historical sites related to the activities of ancient emperors, such as royal tombs, royal gardens, famous temples and ancient temples. The word "Imperial Capital" can make tourists have rich associations, and famous scenic spots at home and abroad such as Terracotta Warriors, Huaqing Pool, Big Wild Goose Pagoda and Ancient City Wall appear in their minds, thus generating strong attraction. Third, "the emperor's state affairs; It's Xi 'an! "It highlights Xi 'an's prominent position in the pattern of Chinese civilization, and lets visitors know that the most splendid accumulation of China's ancient culture is in Xi 'an. Although there are six ancient capitals and 99 famous historical and cultural cities in China, Xi 'an is the "ancient capital" among the ancient capitals and Xi 'an is the "imperial country" among the ancient cities. .

Second, the conceptual basis of Xi 'an image positioning

First of all, from the historical and cultural background (context) analysis. The Yellow River Basin in Guanzhong Plain where Xi 'an is located is the birthplace of Chinese civilization. The cultural tradition here has never been interrupted for thousands of years. People can capture the fresh breath of past civilization in today's historical sites. Xi 'an is the epitome of the 5,000-year history of the Chinese nation. Xi 'an, as one of the four ancient capitals in the world, was founded in 13 dynasties, which lasted for over 1200 years. Among them, the Zhou, Qin, Han and Tang Dynasties were the most prosperous and brilliant periods in China's history. The splendid ancient civilization left a profound historical accumulation in An, which made the cultural relics and historic sites in An shine like stars. There are the Terracotta Warriors and Horses, known as the eighth wonder of the world, the Mausoleum of Qin Shihuang, which was listed on the World Heritage List for the first time, and the most complete and magnificent ancient city wall of Ming Dynasty in the world. In recent years, the development of Hanyang Mausoleum has once again caused a sensation in the world, and the unearthed nude figures are known as "Venus of the East". Xi 'an is called "Museum of Natural History". Therefore, there is a popular saying in the international tourism industry that "China will go to Shenzhen in ten years, China to Shanghai in a hundred years, and China to Xi 'an in a thousand years". Xi 'an is the representative of China's long history and culture, that is, the country of emperors.

Second, from the analysis of tourists' perception (audience). According to the author's questionnaire survey of 65,438,000 domestic tourists in July, 2002, 43.6%, 4 1.8% and 36.2% of the tourists are mainly motivated by appreciating ancient culture and art, understanding the history and culture of Xi and increasing their knowledge. Among foreign tourists, 63.8% come to Xi for sightseeing and cultural exchange. It can be seen that the main feature of Xi to attract Chinese and foreign tourists is history and culture. It is worth noting that 68% of tourists perceive that there are terracotta warriors and horses in Xi 'an, which also confirms Xi 'an's position as a "country of emperors" in the eyes of tourists.

Thirdly, from the analysis of alternative competition in tourist cities. Xi 'an has two kinds of competitors nationwide: one is a homogeneous city with similar characteristics to Xi 'an, such as Beijing, Luoyang and Nanjing; The other is a heterogeneous city with different characteristics from Xi, such as Shanghai, Shenzhen and Dalian. Heterogeneous cities pose little threat to Xi 'an, and they have different target markets. It is an alternative competition for homogeneous cities to compete for the target tourist market with the same nature as Xi. From the image positioning of the six ancient capitals in China, we can see that these are all ancient capitals and famous historical and cultural cities. Xi 'an's image positioning must highlight the key points that distinguish it from the other six ancient capitals. Through comparative analysis, it is not difficult to see that Xi is the only city in China that ranks among the "four ancient capitals" in the world, with many dynasties and a long history; Secondly, the historical sites in Xi 'an are the most complete and extensive. After thousands of years, it still maintains the regular and rigorous capital pattern of "a thousand houses are like a chess game and twelve streets are like vegetable fields". Thirdly, Xi 'an is the starting point of the famous "Silk Road", which made the culture of the Tang Dynasty famous in the world, and Xi 'an is the representative of the ancient civilization of the Chinese nation in the eyes of people all over the world. All this proves that Xi 'an is an ancient capital and an ancient city.

Fourthly, after Beijing, the second city of Xi 'an is clearly defined as "world city", and it is proposed to "build Xi 'an, drive the big gap and lead the northwest". The plan includes Xi 'an, Xianyang and Weinan, with an area of1.4000 square kilometers.

Recently, the "Grand Xi 'an Master Plan" has basically taken shape. After Beijing, the second city of Xi 'an is clearly positioned as a "world city", and it is proposed to "build Xi 'an, drive the big gap and lead the northwest". The plan includes Xi 'an, Xianyang and Weinan, with an area of1.4000 square kilometers.

Different from Beijing, Daxi 'an, based on typological development, highlights tourism regionality, cuts in from the perspective of tourism and culture, transcends the restrictions of administrative divisions, and intends to form a "global tourism city group".

As a tourist center city, Xi's international tourism (foreign exchange) income in 2007 was USD 543 million, which was 1.4 times that of Chongqing, 1.5 times that of Guilin, 2 times that of Chengdu, 2.2 times that of Sanya, 2.3 times that of Wuhan, 2.6 times that of Kunming and 5.6 times that of Luoyang, ranking first in the central and western regions. In the same year, inbound tourists stayed for an average of 2.92 days, surpassing Hangzhou (2.67 days) and Guangzhou (2.24 days).

Xi is also a hub city of passenger flow distribution in the region, which drives the development of surrounding cities, amplifies the agglomeration effect around the agglomeration of industrial capital, and builds a complete comprehensive industrial system of large-scale tourism. This kind of industrial layout is not uncommon. In 2006, after the World Expo was held in Shenyang, a "Great Shenyang Tourism Urban Agglomeration" was formed, including Shenyang, Anshan, Fushun, Benxi, Yingkou, Fuxin, Liaoyang and Tieling, covering an area of 75,400 square kilometers.

During the "Twelfth Five-Year Plan" period, China will basically realize barrier-free tourism, and the domestic "global tourism urban agglomeration" will be quietly born. The combination of Beijing and Tianjin, Shanghai and Hangzhou, Guangdong and Hong Kong, and the emergence of Xi 'an will accelerate the competitive development of urban agglomerations and better implement the strategic layout of "internationalization and intensification" of China's tourism industry.

In fact, Xi 'an is rich in natural and cultural resources, but it is often because the city is not positioned properly, or does not know how to position it, which leads to the uncertainty of the city in shaping its own brand, or imitates others, resulting in a blurred image or a thousand people. Therefore, the brand positioning of Xi 'an city must also be combined with the spiritual temperament of its history and culture, giving it cultural character and cultural connotation. Because a city brand will have real charm only if it inherits its inherent characteristics, absorbs the nutrition of its history and culture, and constantly shapes and beautifies itself. Xi 'an's urban positioning is the combination of function and culture, forming its characteristics and personality. Only in this way can positioning have lasting vitality and finally be transformed into a commitment to the target audience in the market. Only one aspect of the city's function is emphasized, and even the image of the city constructed by the will of the chief executive and administrative orders is short-lived. Xi' an positioned himself as "the country of emperors: Xi' an! "In fact, it is the accumulation of Xi 'an's development history and the condensation of culture. Only when the city's culture and its existing functions are in harmony can the charm of the city be brought into play.

2014 May 2 1 day, the 18th West Expo and Silk Expo will be held soon. Yesterday, the reporter learned from Xi 'an Sub-group that the exhibition of Xi 'an Sub-group was divided into two groups, and the exhibition used eco-friendly materials, which fully demonstrated the new image of our city's scientific development and leapfrog development.