秦　杨

内容摘要：旅游形象设计在新时期日益受到各方面的重视，有关旅游目的地形象设计的研究，对国内来说还是一个崭新的工作。形象树立对于旅游持续发展具有非常重要的意义。成功的旅游目的地，大多具有独特迷人的旅游形象。旅游业发达的国家开发旅游的成功经验是塑造整体旅游形象，比如新加坡和香港。国外旅游研究表明，形象是吸引产生一种追求感，进而驱动旅游者前往。

旅游资源是旅游业可持续发展的物质基础和旅游生产力增长的潜力所在，也是旅游形象的物质基础。我国目前满足国际旅游需求的知名景点少而集中，且大多数游人超载，严重影响可持续发展。在未来的10年内，我国需求还将两倍增长，供需矛盾将更加突出。为此，笔者认为必须在对资源条件、投资条件和客源条件进行认真分析的基础上，策划一大批品位高、对海内外有较大吸引力、投入产出效益教高、对本地区旅游业发展以及经济建设能起重要的牵头推动作用的特色旅游形象。

Abstract:Tourism destination identity has been paid more and more attention, however, it is a new start study on TDIS in China. Tourism destination is very important to the continual development of tourism. A successful destination usually impresses charming and unique tourism image. The successful experience of the counties in which the tourism image is developed is to get the comprehensive tourism image，such as Singapore and Hong Kong .The tourism studies of other counties had found that tourism image is one of the important reasons of attracting tourists and that “image” stimulates the tourism to come here.

Tourism resources are the physical basis of sustainable tourism and the potentiality of tourism economic growth, and also are the physical basis of image engineering. Nowadays, there are inadequate and intensive scenic for international tourists in China, and most of the famous scenic are overloading. The contradiction between support and demand will be more obvious in the next decade. Hence the authors deem that China should build many tourism images in high quality, high attraction and high benefits, and this is also the strategy request of realizing the sustainable tourism for China.

关键词：旅游目的地形象 形象精品

旅游产品的开发是旅游业发展的物质基础，要使旅游目的地旅游业能可持续发展，保持旺盛的生命力，树立与维持旅游目的地在旅游者心目中的良好形象亦是一个关键。在当今激烈的旅游市场竞争中，形象塑造已成为旅游地占领市场制目的高点的关键。旅游产品的不可移动性，决定了旅游产品要靠形象的传播，使其为潜在旅游者所认知，从而产生旅游动机，并最终实现出游计划。……