The Positioning And Prompting Of Macao's Tourist Image

Macao is usually well-known as a gambling city and one of the three most famous gambling city in the world. However, there is a series of hidden danger existing under the prosperous surface. The government of Macao SAR has been aware of the negative impact on the tourist destination as a gambling city. At the mean time, the government has been taking measures to realize her tourist image shift. Therefore, in order to supply suggestions on both theory and practice for Macao's tourist image shift and escalation, it's necessary to study the positioning of Macao's tourist image shift and the correspondingly specific extending measures.By the market positioning and segmenting and evaluation of Macao's tourist image ,with also the deep analysis on her image forming elements of major element, minor element and media element, the paper makes the positioning for Macao's tourist image. Combining with a deep analysis about tourist market, the paper studies some basic measures for Macao's tourist image promoting from the view of time, space and three dimensions.The paper creatively studies the measures for extending Macao's tourist image which counter different stages from the angles of time, space and functions. On one hand, the study can fill in the vacancy of this aspect. On the other hand, it can be taken as guiding principles to reshape Macao's tourist image.