旅游意象塑造的操作指向论析——旅游文化设计探索

旅游意象具有形神兼备的特征，是外在的“象”与内在的“意”之结合体。因此，区域旅游意象的塑造，需要在问题诊断、地脉和文脉阐释基础之上，针对市场需求，依据对资源属性的认识，提炼出相应的意蕴内核，然后由内而外，构筑相应的产品和项目系统。作为旅游文化设计的一种探索，本文结合永康市、南通市以及洪泽县的实际，从理论和实践的结合上对旅游意象定位操作过程进行细化分析，希冀借此引发更多的思考。

A Study on Directions of Operating Tourism Image Creation: Part of the Exploration of Tourism Culture Designs

Tourism image is the combination of external image and internal connotation of the image. Hence, the creation of a regional tourism image should be based on problem shooting, and geographic and cultural interpretation with an understanding of the nature of tourism resources cored with abstracted connotations. Tourism products and project systems should be constructed by matching the kernel spirit of the image with the particular demands of a market in consideration. As a part of the exploration of tourism culture designing, this thesis analyses the process of the positioning of a tourism image from both theoretical and practiceal perspectives by using Yongkang and Nantong city, and Hongze county as cases in point with the hope of attracting more attentions on this issue.