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《浅谈城市旅游地形象的传播策略（on the communication strategy of city tourism destination image）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、浅谈城市旅游地形象的传播策略（Onthecommunicationstrategyofcitytourismdestinationimage）Abrieftalkonthecommunicationstrategyofcitytourismdestinationimage[Abstract]tourismhasenteredtheimagedrivenstageafterresourcedrivenandproductdriven.Basedontheanalysisoftheconnotationoftheimageofthecity'stour
2、istdestination,andcombiningtheorientationoftheimageofHangzhou'stouristdestination,thispaperanalyzesthecommunicationstrategyoftheimageofthecity'stouristdestination.1,theconnotationoftheimageofurbantourismdestinationTheimageofurbantourismdestinationreferstothegeneralimpressionof
3、thecityintheprocessofurbantourismthroughtheviewoftheurbanenvironment,thequalityofthecitizens,thefolkwaysandcustoms,andtheattitudeofservice.Citytourismimageisacomprehensiveconcept,itcannotonlystrengthenthetourismindustryinthetourismmarketenvironmentandthelocationofthetouristsim
4、pression,increasemarketshare,butalsotothedevelopmentofcityeconomyandrelatedindustriesplayahugebrandpromotionandassetvalue-addedrole.Theshapingofthecitytouristdestinationimageincludestwoaspects.First,theaccuratepositioningoftheimageofthecity'stouristdestination;secondly,theeffe
5、ctivedisseminationoftheimageofthecity'stourismdestination.Thespreadoftheimageofurbantourismdestinationiscarriedoutaftertheaccuratepositioningoftheimageofthecity'stourismdestination.Thethemeofimagecommunicationneedstobecenteredaroundtheimageofthecity'stourismdestination.2,cityt
6、ourismdestinationimagepositioningPositioningisanimportantcommunicationstrategy.In1981AlChisandJayTrautpublishedthe"AdvertisingPsychologicalStrategy--brandpositioning"onebook,madethefollowinginterpretationofthelocationofaword:youareunderthepositioningofthepotentialcustomersofth
7、emindwork,alsoistheproductpositioninginyourfuturepotentialcustomers.Imagepositioningistofindoutanddeterminetheimageoftheimageofthesubjectinthemindsofthepublic,otherthantheimageofthemainbody,characteristicsorpersonality.Theorientationofcitytourismimageistotakethecityasthestarti
8、ngpoint,taketherelatedpublic'sbrainastheobject,andseekapsycho
