【摘要】 从区位分析入手,阐明了绍兴市旅游业发展的地理区位、经济区位、文化区位和旅游区位的特征。根据区位的优势，以“魅力绍兴，人杰地灵”为基本理念，设计出了绍兴市旅游总体形象和8个功能区的旅游形象。然后，以旅游形象为基点，以旅游市场需求为导向，为绍兴市确立了26个旅游开发建设项目和10个旅游节庆活动项目，并对每个开发建设项目进行了创意分析，对节庆活动项目进行了组合设计。更多还原

【Abstract】 Beginning with location analysis, authors expound characteristics of geographical location, economic location, cultural location and tourist location of tourist industry development in Shaoxing. From comparative advantage of location, authors take "charming Shaoxing is famous for its outstanding personality and abundant products and scenic spots as well as historical sites" as a basic idea, designing a general tourist image of the whole Shaoxing and respective tourist images 8 function areas. Then, basing on the tourist image, and taking tourist market demand as guide, authors determine 26 tourist construction projects and 10 tourist festival projects. At the same time, authors bestow originalities on every tourist construction project, and give 4 combination design scenarios of the festival projects.更多还原