【作者】 李静；

【导师】 王衍用；

【作者基本信息】 北京交通大学 ， 旅游管理（专业学位）， 2013， 硕士

【摘要】 城市旅游形象是城市旅游发展的灵魂,能在很大程度上影响旅游者的购买决策,是城市形成旅游市场竞争优势的重要工具,同时也是城市旅游营销手段能否有效实施的关键因素。旅游形象的塑造和传播,在某种程度上意味着经济效益和市场范围的扩张,它是激发游客出游的重要因素,是旅游城市的巨大财富和无形资产。21世纪,中国旅游市场进入到旅游形象竞争时代。因此伴随着旅游城市间竞争的日趋激烈,城市旅游形象的塑造与传播日益引起人们的重视。本文以包头城市旅游形象作为研究对象,通过对城市旅游形象的理论分析研究,借鉴旅游地形象定位模式,构建本文城市旅游形象的分析框架。通过对包头旅游资源的的分析,结合目前包头市旅游形象的总体认知,对包头市旅游形象进行系统的研究,得出包头市旅游形象定位。最后,为包头市旅游形象建设与推广提出合理化建议,以推动包头旅游业的发展。论文的具体内容如下：引言部分主要包括论文选题的意义,国内外旅游形象研究综述,研究方法、目标；第二部分“城市旅游形象研究理论基础”,立足于国际国内的相关理论对旅游形象概念的界定,找出旅游形象的形成机制与影响因素,对城市形象系统进行梳理,为下文包头市旅游形象研究提供理论基础；第三部分“包头市旅游资源基础分析”,分析了包头市旅游资源、现有城市形象及游客的认知度,第四部分“包头市旅游市场分析”对包头市旅游市场现状、特点进行分析,得出包头市未来旅游市场定位,第五部分“包头市旅游形象定位分析”通过对包头市主要形象要素、游客感知以及替代性竞争对手的分析,提出包头市旅游形象定位——草原休闲之都,并提出包头市旅游形象建设与推广的对策与建议；结语部分总结概括了全文的主要观点、结论。更多还原

【Abstract】 The21st century, the Chinese tourism market enters to the image competition time. The mold and dissemination of tourism image in a way means that the expansion of economic efficiency and market which is the key element to attract tourists and is the huge wealth and invisible assets of tourism city. So the mold and dissemination of tourism image attracts the people’s attentions along with the fierce competition between the tourism cities.The article researches on the planning of tourism image of Baotou, by the fact that the theoretical analysis to city tourism image studies profits from the tourist spot image city tourism image analytical framework having designed a pattern, has constructed this article. According to studying tourist attraction of Baotou, combined with the present situation of Baotou tourism image construction, research of tourism image strategy. Finally, put forward reasonable Suggestions for traveling image construction’s sustainable development, to promote the development of tourism industry in Baotou.This article application value manifests through to the Baotou city tourism image in the analysis, finds out the superiority, discovers deficiency. Proposes the rationalization proposal for the Baotou further science reasonable promotion of own tourism image. Hoping that the achievement studying is able to provides several mentalities and the suggestion for the Baotou tourism image development.更多还原