基于SWOT分析与CIS的西安旅游形象策划  

SWOT and CIS Analysis on the Tourism Image Design of Xi'an

作　　者：马瑛[1] 

机构地区：[1]内蒙古师范大学地理科学学院,内蒙古呼和浩特010022

出　　处：《内蒙古财经大学学报》2015年第3期74-77,共4页Journal of Inner Mongolia University of Finance and Economics

基　　金：内蒙古自治区高校青年科技英才支持计划--青年科技领军人才(NJYT-13-A09)

摘　　要：文章运用SWOT方法对西安市旅游业进行分析,认为该区域汇集了多种类型的高品位旅游资源,区位交通与人力资源优势明显,具有良好的社会经济条件,但是也存在诸多发展劣势。在此基础上,通过对西安市旅游产品的定位,应用CIS理论对西安市旅游形象进行策划。形成了以溯古寻根的盛世文化理念为主导的理念识别系统,通过对视觉识别系统的设计提高西安市旅游形象的认知度,最后通过行为识别系统设计明确政府、企业和个人在日常行为中树立西安市旅游形象,从而促进城市旅游形象的树立和传播。SWOT analysis of tourism development in Xi＇an, shows that the region has multiple types of high grade tourism resources, location advantages , the obvious advantages in human resources , the excellent social and economic conditions, but there are also many development disadvantages, and the competitive pressures. On this basis, through the analysis of the tourist market of Xi＇an, with the theory of CIS, tourism image of Xi＇an has been- formed so as to form the concept identification system of ＂tracing the roots of the idea of flourishing culture. Then through the visual identity system analysis and design, we canimprove the awareness of Xi＇an tourism image and be- havioral identification system design, governments enterprises and individuals can set up Xi＇an tourism image in daily behaviors so as to promote the establishment and spreading of the cityg tourism image.

关 键 词：旅游形象策划 SWOT分析 CIS 西安 

分 类 号：F590.82[经济管理—旅游管理]