How to carry out theme image planning in tourist attractions

Different from the tradition of "respecting names" and "being cautious about names", many tourist areas in China do not pay enough attention to the scientific theme image planning and the selected theme image, and even many experts and professional organizations in tourism planning do not pay much attention to it. In fact, the theme image of the tourist area is as important as the actual development, management and customer service, or even more important, which is determined by the characteristics that tourism production and consumption are unified in time and space, then sales and purchases, and sales and consumption in the tourist area. Based on some examples of tourist areas, tourist destinations and tourist cities, the author puts forward the following eight suggestions on the planning of tourist theme image.

First, the theme image generalization should objectively, accurately and comprehensively show the nature and characteristics of tourist areas.

First of all, the theme image is the name of the tourist area, which should objectively, accurately and comprehensively summarize the main characteristics of the tourist area. The tourism theme images of Zhejiang Province, such as "Poetic Jiangnan, Landscape Zhejiang" and "Cultural Thousand Islands, Ecological Guizhou" of Guizhou Province, all objectively, accurately and comprehensively summarize the main characteristics of tourist destinations. Zhejiang is famous for its mountains and rivers, and the vast picture of human history makes the picturesque south of the Yangtze River more beautiful. Guizhou is a region inhabited by ethnic minorities in China, with rich and colorful national culture and extremely rich accumulation. "Cultural Thousand Islands" belongs to Guizhou. Ethnic minorities in Guizhou, which still retain ancient cultural customs, have created a very harmonious and natural humanistic ecological environment together with the Han nationality. This highly unified and harmonious environmental state of nature and human ecology is hard to see in the whole country and even in other parts of the world. Therefore, "ecological Guizhou" is just right. In contrast, the image positioning of themes such as "Cool City" and "Cool Province" is not comprehensive enough just because it summarizes the local climate characteristics.

Second, the theme image should fully consider the target market situation and its demand preference.

The theme image of a tourist destination is to attract people to travel, so we must also consider the situation and demand preference of the main target market. In this regard, there are many narcissists and egoists in China, and some places often take "world first", "world first" and "China first" as typical examples. In fact, the target market is not always interested in those "firsts" who are self-styled or given titles by other organizations and personnel, which often leads to ambiguity. The theme images of tourist destinations and tourist areas, as well as their publicity and display, must be "attractive to potential tourists in the target market", which is of course realistic and appropriate. At present, many areas propose to build back gardens and holiday and leisure bases in a certain area. For example, Jiangxi's establishment of a "back garden" in the Yangtze River Delta region is the theme image planning facing the target market. In some areas, "embracing the Yangtze River Delta" also means this, but there are some problems in the formulation that are debatable. It seems that a national nature reserve in Guizhou has not fully considered its corresponding "back garden" in Guiyang or even smaller cities.

Third, the theme image must be widely recognized and accepted, and there can be no fundamental ambiguity.

First of all, the theme image positioning should be recognized by the people in the tourist area and its location. People in the tourist area and its location have the most concrete, intuitive, comprehensive and profound feelings and understanding of the nature and characteristics of the tourist area. Therefore, their approval shows that the theme positioning is in line with reality to a large extent. In addition, the theme image positioning must also consider whether the tourist area and its people can accept it emotionally. Put forward a brand-new image orientation, and get their approval through publicity and discussion. For example, there is a very strange mountain stone forest landscape in a province in southwest China. Because it is also the highest peak in the province, some experts suggest that it be built into the spiritual home of the people in the province. In addition to not showing realistic and valuable stone forest landscape resources and climate and meteorological resources, there is great doubt whether this positioning proposal can be recognized by some ethnic compatriots in this province, because Miao, Dong, Yi, Shui, Buyi and Yao may all have their own sacred mountains and spiritual homes.

Secondly, the theme image should be recognized by people in other tourist areas and other regions. The publicity of common themes such as "World First", "China First" and "China First" will often cause controversy and even disgust, because there is no unified standard for this kind of first, and there is no authoritative organization to identify it according to the prescribed procedures. It's just the opinion and understanding of an expert and leader, even an inscription after a banquet.

Finally, it is most important that the theme image can be recognized by tourists. The propaganda of theme images such as "gourmet kingdom" and "shopping paradise" is not uncommon, even everywhere. It can't be said that it is a failure in planning and propaganda. Many tourists, especially mature tourists, often laugh it off after the live experience, and it is not uncommon to be laughed at.

Fourth, the theme image must be unique and innovative, and cannot be simply attached or applied.

The theme image must be vivid in order to attract people's attention and attract people. Therefore, there must be characteristics and innovation in the generalization and expression of the theme image. In this respect, the most taboo is to compare simplicity with echo. The above others call it "the first" and I also call it "the first". There are spring cities and paradise everywhere, and they are very skeptical about the East, not to mention the image positioning of cities such as Venice of the East, Manhattan in China, Little Paris, little shanghai and Little Beijing.

Sometimes, just the difference of geographical space will produce bad associations, which is a very vivid example in the positioning and publicity of tourism image. Guaiyan in Hebei Province is a tourist area with a very peculiar peak forest rock landform, which is very similar to Zhangjiajie in Hunan Province. In the early stage of development, the scenic spot used the slogan "Zhangjiajie in the North". However, the climate and natural conditions in the north and south are far from each other, so this contrast can't really reflect the style of craggy rocks. Soon, when promoting the theme image, Zhang Shiyan learned from Coca-Cola's experience of dividing drinks into non-alcoholic soft drinks and alcoholic hard drinks and claimed that he was the number one soft drinks in the world. Instead, he promoted "Zhangjiajie in the south and Zhang Shiyan in the north", which made people feel different. In fact, people who have been to these two tourist areas think that they are both beautiful and have their own characteristics, which are worth seeing.

Fifth, the slogan of the theme image should be concise, easy to understand and easy to remember, not obscure.

Since it is for the public to listen to and attract them to travel, we should understand and remember it well, don't pretend to be mysterious and pretentious. Fortunately, the theme image propaganda has not been found in the tourist area, but there are some problems in some planning, such as the use of more abstruse, allusions, uncommon poems and sentences, so that people don't know what to say at a glance, and they have to be explained by knowledgeable people to understand or suddenly realize. For example, a famous historical and cultural city proposed to use Mao Zedong's famous poem "The road is like iron, now is the first step" as the theme slogan in its tourism planning. Most people know these two poems, but what they mean in expressing the tourism characteristics and theme connotation of the city needs experts to explain. Image propaganda can't attract people by explaining, telling stories and telling allusions, and can't set suspense before solving the burden. Many times, this condition and opportunity are not available.

Sixth, the text expression of the theme image must have aesthetic feeling, can produce beautiful association, and pay attention to the emotional color of the text. This is required by the propaganda purpose and its realization.

If the theme slogans of tourist destinations and destinations are beautiful when people listen to them, it is easy to have beautiful associations with actual scenes, possible feelings and gains, which may lead to actual tourism actions. On the contrary, if the propaganda language is insipid and sounds like no one has heard it, or it has no impression, let alone a beautiful association, this kind of propaganda will not be effective. If the propaganda language makes people have bad associations instead, it can only be anti-propaganda. In reality, due to thoughtlessness, thoughtlessness and lack of depth, ineffective propaganda is more common, and propaganda with negative effects and negative effects does not exist.

In addition, in the cultures and languages of different nationalities, regions and countries, the artistic conception of the same word or metaphor and the name of the same thing is also very different, even completely opposite. For example, the tortoise has two meanings in China, longevity, weakness and meanness, but it doesn't have the latter meaning in Japan, and it means health and longevity. At the same time, many words are emotional. Many Chinese words can be divided into three categories: positive, negative, neutral, or warm, cold and medium. Some words have completely different emotional colors on different occasions. For example, the word "cool" in "Liangdu" mentioned earlier has both pleasant commendations such as cool and cool, and uncomfortable and unpleasant derogatory meanings such as cold, cold heart and cold. In the theme image and propaganda words of tourist areas, we should comprehensively study its various meanings, implications and emotional colors.

Seventh, the theme image propaganda should not be vulgar, vulgar and kitsch, but must pay attention to the style of writing and expression.

The main problems in this regard include: some tourist areas and destinations cater to the psychology of some tourists, and always publicize how the mountain, the local area or one of the temples has aura, so that someone can be promoted and become rich when he returns, or cure a long-term incurable disease. Some tourist destinations should be positioned as "lucky places" and "transit cities", which is actually kitsch. There are also some places that publicize and guide tourists to watch things related to sex and arrange a series of stories. These propaganda give people the feeling that at least it is awkward, uncomfortable and vulgar. Tourism should promote beauty, sublimate beauty and create beauty. Therefore, the image propaganda of tourist areas and tourist destinations cannot be vulgar, vulgar and kitsch.

Eighth, the theme image can be adjusted in time, but it should be relatively stable, which can deepen and enrich the connotation.

Because the planning and publicity work is not in place, many tourist areas and destinations frequently change their theme images and propaganda slogans. Often an image and a slogan have not been widely accepted, and a new formulation is actually not conducive to image positioning, publicity and attracting tourists. The theme image should be adjusted according to the market demand and its changes, as well as the nature and characteristics of major tourism products and projects. It is not static, nor is it that the faster the change, the better. It should be relatively stable and adjusted in time.

China's publicity in the international tourism market started from 1992 "China Friendship Tourism Year", and rolled a theme every year, which played a very important role in comprehensively publicizing and displaying China's tourism image. However, some experts suggested that the theme should be relatively fixed a few years ago, and most cities and countries like Hong Kong, Hawaii, France, Spain, Italy and so on will launch a theme every two or three years or three or five years. Therefore, since 2005, China has concentrated on promoting Olympic tourism, focusing on the themes of "New Beijing, Great Olympics" and "Green Olympics, People's Olympics and High-tech Olympics", and continuously promoting the Olympic theme image of China tourism for four consecutive years. This is especially true for the image propaganda of tourist areas and domestic tourist destinations.