游客感知"灰度区"的旅游形象策划初探--兼曲靖市旅游形象策划

本从游客对旅游形象感知的角度,提出了游客感知“灰度区”与游客感知“光环区”的概念,分析了“灰度区”旅游形象开发的必要性与可行性,并对“灰度区”旅游形象策划进行了一种模式探讨——旅游产品的形象整合模式。从潜在游客对“灰度区”的心理感知分析入手,针对旅游产品的形象整合模式的内涵,探讨了其操作过程及技巧。最后,以曲靖市为例,作了游客感知“灰度区”旅游形象策划实例分析。

A STUDY ON DESTINATION IMAGE PLANNING FOR "GRAY AREA"--Also Tourist Image Planning for Qujing City

Tourist destination image means the evaluation of an area made by the public as real or potential tourists. It is the belief, idea and impression of the tourists on the destination. Different images have different effects on the incentive and decision of the tourists. From the perspective of tourists' perception for destination, the author distinguishes the different tourist destinations and puts forward the concepts of "gray area" and "halo area". According to the author's definition, the former refers to the area of which the tourist image is vague, gray and dull. Up to now, it isn't the ideal tourist destination; the later refers to the ideal tourist destination of which the image is unique and attractive. However, the tourist image of "gray area" has not yet attracted enough attention. This paper mainly targets the "gray area" where the condition of tourist resources, market and reception facilities are better, but the effect of tourist image forming and transmission is not satisfactory. In order to improve the tourism development of the destination, the author analyzes the necessity and feasibility of tourist image planning of "gray area". Because tourists are limited, "halo area" is bound to create an effect of "shadowing phenomenon" on "gray area". Meanwhile, "gray area" and "halo area" integrate with each other under certain condition. Viewed by the potential tourists, "gray area" is no more a concept of geography than a mark of the ideal tourist destination. The author thinks that the perception of the potential tourist for "gray area" stays in the phase of "organic perception" rather than in the phase of "decision perception". Therefore, it is difficult for tourists to create the motive to travel the "gray area". The integration of tourism product image is discussed as a model of tourist image in this paper. Moreover, the article studies the operational process and skill of the model aiming at its connotation.To be concrete, the integration model of tourism product image means: First, the planer should select some typical and valuable tourist resources after distinguishing the "place identity", then concluding corresponding tourist products image, promoting and integrating the tourist image of the destination in thoughts. At last, in order to express the whole tourist image of the place vividly, a slogan which is easy to be transmitted and can embody the typical place identity should be preferred.