摘 要随着近些年来经济的不断发展， 许多国家和地区将旅游业看做经济发展过程中的支柱产业。在新媒体等科技稳步发展的背景下，人们能够通过许多的渠道更快、更多地获取相关信息，况且大众在更多新潮流引领下，也有着不同的需求层次，因此旅游市场的竞争也变得更加激烈，旅游形象是旅游者决策中的重要因素之一，因此对旅游形象的精准定位和塑造有自身特色的旅游形象是在发展旅游业的基石，而能否在旅游业走的更远的关键因素在于旅游形象的传播。本文以福州为例，在旅游业不断发展的前提下研究城市旅游形象的传播策略，为在市场赢得份额，提升市场竞争力。关 键 词 ： 福州旅游形象；城市旅游形象传播；传播策略AbstractWith the continuous economic development in recent years, many countries and regions regard tourism as a pillar industry in the process of economic development.In steady development under the background of new media, such as science and technology, people can through many channels, faster, and more access to relevant information,,and the public in more new trend led, also have different needs, so the tourism market competition becomes more intense, tourism image is one of the important factors of tourists decision, so the tourism image of the shape precision positioning and have their own characteristics of tourism image is in the foundation of tourism development, and can go in the travel industry is the key factors for the spread of tourism image. Taking Fuzhou as an example, this paper analyzes the communication strategy of urban tourism image in the context of mass tourism, so as to win market share and improve market competitiveness. Key words：tourism image of Fuzhou；City tourism image dissemination ；Dissemination Strategy目 录1 引 言.................................................................................................11.1 研究背景........................................................................................
