杭州城市旅游形象塑造的研究

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杭州城市旅游形象塑造的研究

 

Author: 汪海娟
Wang, Haijuan
Title: 杭州城市旅游形象塑造的研究
Hangzhou cheng shi lu you xing xiang su zao de yan jiu
Degree: M.Sc.
Year: 2002
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- China -- Hangzhou
Department: School of Hotel and Tourism Management
Pages: xi, 98 leaves : charts ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1643146
URI: http://theses.lib.polyu.edu.hk/handle/200/1214
Abstract: As China's tourism industry experienced rapid growth, more and more tourism researchers found that city's tourism image was one of the most important factors to attract tourists. Strictly speaking, as a famous tourism city, Hangzhou has still not sufficiently built up its image. This study conducted the preliminary research on how Hangzhou has tried to build this image, and included an analysis of its current tourism image, positioning, design of image, identification system, promotion and deepening the theme of tourism image. In order to achieve the research objectives, the researcher used an in-depth interview and questionnaire research method. The researcher formulated a model on how Hangzhou should build its tourism image and decided, based on this model, that Hangzhou's image should be one that combines the uniqueness of its mountains and water together with leisure travel, and tried to raise its overall image presently given by formulating the slogan, "The Mountains and Water of Hangzhou Make a Travel Paradise." In addition, the researcher tried to design Hangzhou's tourism image identification system from human to human and human to tourism destination perspective.

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