旅游目的地形象分析与重塑――以柳江古镇为例摘要经济发展新时期，我国旅游业也不断发展，在资源驱动、产品驱动、市场和营销驱动之后迎来了形象驱动阶段，形象品牌价值成为人们关注的重点。而我国不论是在旅游目的上、在数量上还是关于质量上都在不断地向前发展，而且现在旅游者对自己的目的地的质量要求也在不断攀升，从而现在的人们比较注重有关目的地的所拥有的自然属性，比如秀美的山川、文化的古建韵味，转为关注目的地背后的象征意义和符号价值等文化形象，但是目前存有许多旅游目的地形象固化、独特性和吸引力不强的情况，所以就如何能够转变现存的固有印象，怎样才能塑造既能得到游客赏识又能够具有较强劲地竞争力的这一旅游目的地是当下旅游目的地在现下规划和经营期间必须思考的问题，本文将以柳江古镇为例来探讨旅游目的地形象的重塑。关键词：旅游目的地；形象重塑；柳江古镇AbstractIntheneweraofeconomicdevelopment,China'stourismindustryhasalsodevelopedcontinuously.Aftertheresource-driven,product-driven,market-drivenandmarketing-driven,ithasusheredintheimage-drivenstage.Theimagebrandvaluehasbecomethefocusofpeople'sattention.However,Chinaisconstantlymovingforwardintermsoftourismpurposes,quantityandquality,andnowthequalityrequirementsoftouristsfortheirdestinationsareconstantlyrising,sothatpeoplenowpaymoreattentiontorelevantdestinations.Thenaturalattributesofthepark,suchasthebeautifulmountainsandrivers,theancientcharmofculture,turntotheculturalimageofthesymbolismandsymbolicvaluebehindthedestination,buttherearemanydestinationsthataresolidified,uniqueandattractive.Itisnotstrong,sohowtotransformtheexistinginherentimpression,howtocreateatouristdestinationthatcanbebothappreciatedbytouristsandmorecompetitive,isthatthecurrenttouristdestinationmustbeconsideredduringthecurrentplanningandoperation.Theproblem,thisarticlewilltakeLiujiangAncientTownasanexampletoexplorethereshapingoftheimageoftouristdestinations.Keywords:tourismdestination;imagereshaping;LiujiangAncientTown目录摘要.............................................................................................................................IAbstract..........................................................................................................................II1绪论.............................................................................................................................11.1研究背景意义...................................................................................................11.2研究现状综述...................................................................................................11.3研究方法内容...................................................................................................22相关理论分析.............................................................................................................32.1旅游目的地形象...............................................................................................32.2旅游目的地形象影响因素...............................................................................32.3旅游形象构建及传播.......................................................................................43柳江古镇及其形象分析.............................................................................................43.1柳江古镇概述...................................................................................................43.2柳江古镇形象现状.........................................................
