本文關(guān)鍵詞：生態(tài)旅游形象定位研究——以青海湖為例，，由筆耕文化傳播整理發(fā)布。

生態(tài)旅游形象定位研究——以青海湖為例

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

[1] [2] [3] [4] [5]

TIAN Dajiang, LIU Jiaming, ZHONG Linshengi, WANG Run, WANG Jing （ 1 ： Institute of Geographic Sciences and Natural Resources Research, CAS, Beijing 100101, P. R. China;2 ：

[1]中國科學院地理科學與資源研究所,北京100101; [2]中國科學院研究生院,北京100039; [3]寧夏大學人文學院,銀川750021

文章摘要：青海湖是我國重要的生態(tài)旅游發(fā)展基地。通過對”旅游形象定位”國內(nèi)外研究回顧，并基于旅游地地方性和旅游者感知分析，從而提煉出旅游地形象要素并進行系統(tǒng)分析的旅游形象定位模型。然后以青海湖為實證，結(jié)合其生態(tài)旅游產(chǎn)業(yè)發(fā)展實際，通過對青海湖地脈、文脈、市場感應(yīng)的梳理，歸納出其生態(tài)旅游的核心理念要素為”大美青海湖，夢幻靈修地”，并分別對核一亡、理念要素和具體形象要素進行了分析，最終提出青海湖的旅游主題形象定位為”雪域圣湖·天路牧歌”，并在此基礎(chǔ)上設(shè)計推出包括國內(nèi)宣傳口號、海外宣傳口號和英文宣傳口號在內(nèi)的一整套相關(guān)的促銷口號，并提出了對應(yīng)的包括人一地關(guān)系感知要素設(shè)計和人一人關(guān)系感知要素設(shè)計的旅游形象系統(tǒng)設(shè)計與策劃方案，從而對豐富生態(tài)旅游形象定位研究以及青海湖旅游發(fā)展起到了重要指導(dǎo)作用。

Abstr：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.

文章關(guān)鍵詞：

Keyword：:eco - tourism positioning of tourism Image qinghai Lake design and plan

課題項目：中國科學院創(chuàng)新基金（KZCX2-YW-321）;地方委托項目：青海湖景區(qū)旅游整體策劃資助.

  本文關(guān)鍵詞：生態(tài)旅游形象定位研究——以青海湖為例，由筆耕文化傳播整理發(fā)布。