Research On The Tourism Image Shaping Of Sanya City

With the rapid development of China's economy,tourism has become a leading industry in many cities,market competition has become more intense,and tourism destination promotion has become more and more important.As an important means of destination propaganda,the image formation and dissemination of tourist destinations is highly valued by local governments.The article takes Sanya's urban tourism image as the core,analyzes the elements of Sanya's tourism image,and combines the tourists' perception to further plan the positioning,design and promotion of Sanya's tourism image,with a view to improving the popularity and reputation of Sanya's tourism image,and promoting Sanya Development of the city's tourism industry.This study uses literature analysis,questionnaire survey and other research methods to systematically sort out the domestic and foreign scholars' research literature on tourism image,as well as to clarify the specific concepts of urban tourism and urban tourism image.The current situation was investigated and analyzed.This article believes that in terms of image positioning,its existing official city business card "Beautiful Sanya Romantic Horizon" fits well with Sanya's urban spirit.However,there are specific problems such as homogenization of tourism image and insufficient promotion of tourism image.In order to enrich the tourism image of Sanya,the concept recognition image,tourism image logo,urban tourism slogan,and music image in the Sanya city tourism image were redesigned,and the "Big Beauty Sanya Vacation Paradise" and "Tropical China Great Beauty Sanya" Two city tourism image slogans are suggested.A series of targeted suggestions were put forward for Sanya's tourism image dissemination,including all-media marketing,publicity content innovation,and increased festival marketing,in order to promote the dissemination of Sanya's tourism image.