生态旅游形象定位研究——以青海湖为例  

Research on eco-tourism image positioning——A case of Qinghai Lake

作　　者：田大江[1,2,3] 刘家明[1] 钟林生[1] 王润[1,2] 王婧[1,2] 

机构地区：[1]中国科学院地理科学与资源研究所,北京100101 [2]中国科学院研究生院,北京100039 [3]宁夏大学人文学院,银川750021

出　　处：《干旱区资源与环境》2012年第4期181-188,共8页Journal of Arid Land Resources and Environment

基　　金：中国科学院创新基金(KZCX2-YW-321);地方委托项目:青海湖景区旅游整体策划资助

摘　　要：青海湖是我国重要的生态旅游发展基地。通过对"旅游形象定位"国内外研究回顾,并基于旅游地地方性和旅游者感知分析,从而提炼出旅游地形象要素并进行系统分析的旅游形象定位模型。然后以青海湖为实证,结合其生态旅游产业发展实际,通过对青海湖地脉、文脉、市场感应的梳理,归纳出其生态旅游的核心理念要素为"大美青海湖,梦幻灵修地",并分别对核心理念要素和具体形象要素进行了分析,最终提出青海湖的旅游主题形象定位为"雪域圣湖.天路牧歌",并在此基础上设计推出包括国内宣传口号、海外宣传口号和英文宣传口号在内的一整套相关的促销口号,并提出了对应的包括人-地关系感知要素设计和人-人关系感知要素设计的旅游形象系统设计与策划方案,从而对丰富生态旅游形象定位研究以及青海湖旅游发展起到了重要指导作用。thors summarized were recognized Lake is one of the most important eco - tourism attractions in China. In this paper, the au- the history of tourism image research and the system of tourism image. Tourism image elements and models were built by the analysis Of tourism localization and tourists＇ perception. Then,Qinghai Lake was taken as the study case. The elements of nature, culture and landscape were analyzed, the definition of eco - tourism image was given and the system of eco - tourism image was designed, and then marketing programs worked out. The core element of Qinghai Lake image was ＂Great Natural Beauty, magic Spiritual Place＂. The location of tourism image of Qinghai Lake was ＂Saint Lake in Highland, Pastoral from heaven＂. Related marketing slogans were given out, including domestic market and abroad market. This research aims tohelp the tourism development of Qinghai Lake, and give means to make plan for tourism images.

关 键 词：生态旅游 形象定位 青海湖 设计与策划 

分 类 号：F590-05[经济管理—旅游管理]