丝绸之路申遗中国段旅游形象设计与推广策略  

Design and Promotion Strategy on the Declaration of the World Heritage of Silk Road in China

作　　者：李巧玲 

机构地区：[1]兰州财经大学工商管理学院,甘肃兰州730020

出　　处：《西安财经学院学报》2015年第3期69-73,共5页Journal of Xi’an University of Finance & Economics

基　　金：国家社科基金项目"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"(08XJY027)

摘　　要：丝绸之路是一条连接东方与西方商贸、经济、政治和文化交流的通衢大道。2013年9月,习近平主席提出共建"丝绸之路经济带"的战略构想,在此背景下,2014年西北丝绸之路作为一条跨区域文化线路成功申请了世界文化遗产,学者们对丝绸之路的研究热度日益升温。文章从西北丝路联合申遗的视角,分析了东西方的商贸文化交流、沿线代表性的文化遗产、绚丽多姿的民族风情和雄浑壮美的自然景观。在此基础上,确定了丝路旅游形象定位、形象设计和推广策略。The silk road was a thoroughfare avenue of connecting east and west trade, economic, political and cultural communication. In 2014, the northwest silk road as a cross regional cultural lines successful jointly applied for the world cultural heritage, more and more the scholars have been studing the silk road probiems. This paper from the northwest Silk Road joint application perspective, analyzes the trade cultural exchanges, the representative of the cultural heritage, the ethnic customs and vigorous and magnificent natural landscape. Then the image position of the silk road, the image of publicity slogan and the promotion strategy were determined.

关 键 词：丝绸之路 中国 旅游形象设计 旅游形象推广 

分 类 号：F127[经济管理—世界经济]