A Study On The Tourism Image Construction Of Beihai

Beihai is famous for its beautiful coastal scenery,the overall construction of China-ASEAN Free Trade Area and the opening of the Beibu Gulf Economic Zone,has provided an unprecedented opportunity for Beihai.As a tourism city,how to shape an image with characteristic and attractiveness is a key point to be considered.The shaping of tourism image mainly research on the tourism image elements,including the tourist resources,tourist image perception,tourism market environment,the establishment of tourist image positioning,tourism product design and the spread of its image.The tourism resources in Beihai have a high ornamental value,recreational value and historical and cultural value.However,the historical and cultural connotation has not been refined and promoted very well,therefore,most visitors’ tourism image cognition upon Beihai limited to natural scenery.To investigate the tourism image perception,content analysis towards network travels and depth interview method as a supplement are used to investigate the perception among the elderly.In this paper,the image positioning continues to use its original official position "The home of the pearl,a place for leisure",namely to say,pearls,the symbol of culture of Beihai,represents the superior ecological environment,which perfectly reflect its specialty.Meanwhile,slogans--"the resorts of coastal,the Paradise of south China" and "the bright Pearl,attractive Beihai" have been redesigned.As for the planning of tourism products,marine leisure,cultural experience,health endowment,littoral activities and ecological living are regarded as the core of tourism to highlight the Pearl Culture,historical and folk culture,sequentially expand its tourism image to multi-level from single.Market-oriented ideas,joint promotion ideas and branding which can contribute to a better image are analyzed in its communication.In addition,this paper presents the communication strategies such as strengthen news planning,carry out network promotion and activities,the method of dissolving crisis as well.