"旅游地形象策划"的10年:中国期刊全文数据库1994-2003年旅游地形象研究述评

本文选取中国期刊全文数据库1994—2003年收录的185篇旅游目的地形象研究学术论文为主要研究对象，采用定量分析和定性归纳的方法，由表及里梳理10年来国内这一方面研究的发展脉络，聚焦核心理论的演化，揭示出国内旅游目的地形象研究的发展过程和现状。研究发现，文献篇名以“形象定位和设计”最为普遍，形象策划是国内旅游目的地形象研究的主题；“城市形象”、“企业识别系统”和“市场定位”是国内旅游目的地策划理论形成的基础，并从已有理论中归纳出了“旅游形象策划的简化模型”。文章最后指出，由旅游目的地形象策划转向形象管理，更多关注形象研究中的基础理论问题，将是国内未来旅游目的地形象研究的方向。

10 Years' Destination Image Planning: A Review of 185 Literatures of China Academic Journal from 1994 to 2003

This paper reviewed the 185 academic papers on tourism destination ima ge of China Academic Journal (CAJ) from1994 to 2003, applied quantitative and qu alitative analysis methods to organize researches on this topic in China in the la st ten years by focusing on the evolution of core theories, and revealed the dev elopment process of China's research in this field and its status quo. It finds that image-positioning-and-design is the most popular title of the papers, t hat image strategy is the theme of destination image study in China, and that ci ty image, cooperate identity system and market positioning are the foundation of China's tourism destination strategy theories. The paper also deduced a simplif ied model of tourism image strategy from the existing theories and pointed out t hat China's future research on tourism destination image will shift from destina tion image strategy to image management to focus more attention on basic theorie s involved in image research.