摘要
本文首先简述了丝绸之路及河南段洛阳旅游区申请世界文化遗产的概况,在此基础上对洛阳进行了形象营销研究:首先简述了旅游营销的基本理论;然后通过对申遗景点、地方性、旅游者感知、市场竞争替代和已有形象定位的分析确定了河南段洛阳旅游区形象总体定位;基于形象定位就宣传口号、人—地感知形象、人—人感知形象进行了系统设计;最后提出了旅游形象的推广策略。
This paper outlines the Silk Road and their joint application for world cultural heritage and basic survey in luoyang tourism area in shanxi,then studing of marketing strategy of luoyang of henan Province ：first,recounting ihe tourism image marketing theory,then through the luoyang inscription attractions,local,travelers perceive competition in the market replacement,image orientation analysis has identified tourism luoyang overall tourism image positioning;image orientation based on the slogan,people-to perceive the image of people-people perceive the image of the system design;third concluding with the image of tourism promotion strategy
出处
《科学·经济·社会》
CSSCI
2012年第1期87-93,共7页
Science Economy Society
基金
国家社科基金(08XJY027)"丝绸之路申遗中国段旅游区旅游形象设计与推广策略研究"资助
关键词
旅游形象
丝绸之路
申遗
推广
洛阳
distination image
the silk road
declaring the world culture legacy
design and promotion
luoyang
