“风流绍兴”旅游意象定位新论——旅游文化设计探索系列

区域旅游意象文化设计是个值得深度关注的问题。本文以浙江的绍兴为例，尝试运用“思想实验室”的技术路线，大胆假设，小心求证，对旨在启动西欧北关市场而为绍兴度身打造的旅游意象定位的英语表述方式“Vintage Shaoxing”以汉语的“风流绍兴”对译之，并从人文地理视角进行内在底蕴和外显载体两个方面的具体分析论证。笔者希冀如此立足创新的“这一个”区域旅游意象定位之文化设计探索具有举一反三的启迪和借鉴作用。

New Theory of Fengliu Shaoxing Tourism Image Orientation:A Part of Tourism Cultural Design Series

The cultural designing of regional tourism image is an issue that deserves in-depth concerns. By taking Shaoxing in Zhejiang Province as an example, the paper attempts to apply the technical method of IdeaLab with bold assumption and careful verification to analyze the Chinese phrase--Fengliu Shaoxing corresponding to the English Vintage Shaoxing （the English expression of its image for the market of Western European and North American） with cultural geographic view both from inherent details and explicit carriers. The author expects that the example innovated the cultural designing of regional tourism image can be used for reference.