Composition of tourism image

1. Influencing factors of establishing tourism image.

Ma Yong and Li Xi believe that the theme image of a tourist destination is composed of its historical image, realistic image and development image, and there are many influencing factors (see Figure 9. 1).

Combined with the concept of CI, the influencing factors of tourism destination image can be summarized into the following four categories:

First, tourist attractions: tourist resources and their combined products are the core needs and perceived objects of tourists.

Second, geographical context: the conceptual basis and core of tourism image is the concentrated representation of the locality of tourism destination.

Third, tourists' travel preferences: positioning the tourism image according to the target market choice.

Fourthly, the behavior of each subject in the tourist destination: including the influence and impression caused by the behavior of the government, tourism enterprises and their employees and residents.

Historical image

Real image

Development image

Regional theme tourism image

Politics: historical figures, historical events

Economy: Achievements and Status in History

Culture: historical figures and cultural monuments.

Politics: an important position in history

Economy: Achievements and Status in History

Culture: historical figures, cultural monuments, historical popularity.

Resource base: natural and humanistic tourism resources.

Environment: economic strength, investment environment

Economic environment: comprehensive development, industry, agriculture and circulation.

Cultural heritage: cultural tradition, humanistic heritage

Technical environment: human resources, scientific and technological environment.

Location conditions: geographical location, tourism market location.

Management level: the quality and system of government management

Media image: external communication, external information communication

Regional culture: cultural propaganda, cultural and sports undertakings.

Strategic thinking: foundation, slogan

Strategic goals: economic goals and social goals.

Strategic focus: ranking of tourism-related industries

Strategic steps: stage division, stage goal

Strategic layout: tourism industrial zone and service system

Infrastructure: the infrastructure of tourism-related industries.

Educational science and technology: scientific and technological potential, talent preparation

Political society: democracy and the rule of law

Resources and environment: natural resources and environmental protection.

To be excavated

dig

Intrinsic strength

Dominant vitality

development strategy

Development potential

Group index layer

Basic index layer

Sub-index layer

Sub-index layer

General index layer

Fig. 9. 1 regional tourism image composition system (according to Ma Yong and Li Xi)

4. The content composition of tourism image.

The regional tourism image contains many contents, which are mainly composed of three parts from the perspective of CI theory:

First, the mind recognition system of tourist destination refers to the unique cultural personality, spiritual connotation, development goals, slogans, values and ethical standards. It is the soul and core of tourism destination image design.

Second, behavioral identification with tourist destination is the embodiment of spiritual identification with tourist destination, which is mainly manifested in government behavior, public behavior and corporate behavior.

3. Visual identification system The visual identification system is the most intuitive and tangible image identification system, including architectural modeling, public signs, vehicles, staff uniforms, standard fonts, standard colors, symbolic patterns and slogans of tourist destinations. Judging from the basic procedures of establishing tourism image, it includes basic research in the early stage and display in the later stage. The framework of each study is shown in Figure 9.2, in which:

element task

Local research

Audience survey

Image substitution analysis

Conceptual core

Interface image

Spread slogans

Spreading visual symbols

Exhibition work