景区旅游形象策划及促销——以北京什刹海历史文化风景区为例

【作者】 孙淑荣；

【导师】 李悦铮；

【作者基本信息】 辽宁师范大学 ， 人文地理学（旅游开发与规划）， 2001， 硕士

【摘要】 九十年代以来，企业形象设计在国内得到广泛传播，为企业带来巨大效益，在此热潮的带动下，不成熟的、探索的、零碎的旅游形象策划也开始出现在旅游地规划和建设中，地区形象和旅游形象问题成为显性问题。本文以企业形象策划为启发，对旅游形象策划的理论作了初步探讨，力图建立一套可操作性的形象策划方法，并运用此方法，理论与实践相结合，进行了北京什刹海历史文化风景区旅游形象策划，希望能为其它旅游地形象策划提供一点借鉴。更多还原

【Abstract】 THE TOURISM IMAGE ANDMARKET OF THE SCENIC SPOT──Taking theHistory and Culture Scenic Spot ofShishahaiin Beijing for ExampleAbstractSince the 1990s, the business image designing, being spread extensively in our country, has taken great benefit for corporate. As a result for the upsurge, the tourism image planning梤ipeless > exploratory and scrappy, has been taken in the plan and construction of tourism place. It has become dominant problem of the place and tourism image. Being inspired by the business image planning, the text probe into preliminarily the theory of the tourism image planning, strive to build an operative way of the tourism planning, and using the method, combining theory with practice, plot the tourism image of Shishahai scenic spot in Beijing. The author hopes it can afford reference for image planning of the other tourism places.更多还原