基于形象调研的旅游地形象定位与口号设计——以淄博市为例  

Tourism Destination Image Positioning and Slogan Design Based on Tourism Destination Image Research:In the Case of Zibo

作　　者：白洁[1] 

机构地区：[1]淄博师范高等专科学校人文科学系,山东淄博255100

出　　处：《临沂师范学院学报》2011年第6期90-93,共4页Journal of Linyi Teachers' College

摘　　要：在地方性分析和市场感知形象调研的基础上,将淄博市旅游形象确定为:"齐国故都、聊斋故里、足球故乡、陶瓷名城、田园都市、开放淄博";旅游主题口号设计为:"多彩齐都,足球源地——21世纪山东淄博之旅"。在此基础上,针对不同层次、不同类型旅游目标市场对淄博市的感知形象和旅游期望,设计分目标市场旅游地形象,提炼更富个性和号召力的旅游口号,建立起纵向有关联、横向相协调的旅游地形象和旅游口号体系。On the basis of regional analysis and market apperceiving image research,the tourism destination image of Zibo is determined as： ＂Capital of Qi,Hometown of Liaozhai,Birthplace of Football,Pottery City,Garden City, and Open Zibo＂,and the tourism theme slogan is designed as：＂Colorful Qi Capital,Football Hometown 21st century,trip to Zibo,Shandong＂.On this ba- sis,in accordance with the perception image and tourism expectation of different levels and types of tourism target markets about Zibo,tourism destination images for different target markets are designed,unique and appealing tourism slogans are refined, so that tourism destination image with vertical connection and horizontal coordination and tourism slogan system are established.

关 键 词：淄博市 地方性分析 市场感知形象调研 旅游地形象定位 旅游口号设计 

分 类 号：F592.3[经济管理—旅游管理]