Research On Image-directed Tourism Planning Mode

Tourism planning is the important foundation and guarantee for tourist destination to develop the tourism resources reasonably and orderly and to obtain permanent tourism industry development. As the eyeball era has already come, people pay more and more attention to the effect of image. Tourism researchers in and abroad also notice this. Then the tourism image has been introduced into tourism planning, and impenetrated through every main component of tourism planning as the principal axis. Thus, the image-directed tourism planning mode comes into being.Basing on summarizing the research of tourism image in and abroad and the domestic research of tourism planning mode, this paper discusses the organization of tourism planning, and brings forward the image-directed tourism planning mode, the"4Ps"model. The model is constituted by four parts: the image positioning, the image portraying, the image promoting, the image preserving. This paper points out that the tourist destination should use the tourist research as the groundwork, confirm the reasonable factors of tourism image perception, analyse the perception of these factors on non-arrived tourists, arrived tourists and local citizens and then utilize the correct methods to figure out the tourism image positioning. Tourism product is the carrier for portraying the tourism image. Tourist destination should design the tourism product system which can express the general tourism image led by the tourism image system, and then optimize the structure of the tourism product system. Under the instruction of market, the tourism image promoting should select scientific methods and strategies and carry out necessary combination to achieve integrated promotion. The"Image environment-supporting system"...