【作者】 杨延风；

【导师】 甘枝茂；

【作者基本信息】 陕西师范大学 ， 自然地理学， 2004， 硕士

【摘要】 在形象驱动发展的今天，形象已成为吸引旅游者最关键的因素之一。作为一种极具感召力的“品牌”，它使旅游者产生追求感，进而驱使旅游者前往，对旅游目的地地区或国家的旅游持续发展具有重要的意义。 延安旅游区属于中原古文化旅游大区的一部分，“南屏关中、北通朔漠、西抵陇西、东达河晋”，处在我国三大旅游区：中原古文化旅游大区、内蒙古草原风情旅游大区、丝路文化旅游大区的三角地带。但由于延安在革命战争年代的特殊地位，谈及延安，大多数人会自然将其与“革命圣地”联系起来，却似乎仅此而已。作者认为，延安市旅游形象不突出、缺乏市场号召力是延安旅游业持续发展面临的最大问题。在形象驱动发展的今天，如何进行资源整合，塑造全新的旅游形象，打破“革命圣地”限制是进一步发展延安旅游亟待解决的问题。 本文中，作者首先通过对各种不同旅游形象概念进行了分析、归纳，对旅游形象在理论上给予重新界定。根据对旅游形象定位所依赖的地脉、文脉进行分析，结合大量旅游形象现状调查对延安市旅游形象及旅游产品形象进行重新定位，并相应进行开发设计。最后，本着可操作性原则提出加强延安市旅游形象宣传的几点建议。 全文共分六个部分： 第一部分：较为系统地对旅游地形象的概念体系进行了理论界定。 第二部分：对延安市旅游形象要素进行了分析。包括城市自然地理背景、城市人文背景、旅游接待体系、延安市旅游资源分类及评价等。其中，对延安市旅游资源的分类与评价体系采用的是2003年5月1日国家旅游局推出的“中国旅游资源普查分类系统”(GB／T 18972-2003)。 第三部分：从延安市旅游形象现状、旅游地形象构成要素和来延旅游者形成旅游形象信息来源等三方面对其进行问卷调查，并对结果加以分析。 第四部分：在延安市地脉、文脉分析及旅游形象调查的基础上对延安市旅游形象进行了重新定位，并对如间加强旅游形象进行了Ml、Vl、BI开发设计。除此之外，还对延安旅游产品进行了形象定位，并就如何开发延安旅游产品提出设计方案。 第五部分:通过抽样调查统计数字的分析，确定了延安市国内及海外核心、目标市场、基本目标市场及机会市场，并就每一市场需求特点进行了概括分析。 第六部分:分析了旅游形象宣传的重要性，提出了加强延安市旅游形象宣传的几点建议。 本文的独到之处:(l)在对旅游形象概念重新界定的基础上，首次对延安市旅游形象定位所依赖的城市地脉、文脉进行了分析。(2)采用了最新的旅游资源分类及评价体系对延安市300余个旅游资源点进行了整合分类，并对其中48个重要旅游资源点进行了定量评价，划分了资源等级。(3)对延安市旅游形象和旅游产品进行了重新定位，并就如何加强旅游形象和旅游产品形象建设提出了相应开发设计的方案。更多还原

【Abstract】 Today tourist destination image plays an increasingly important role in producing an aspiration for tourist scenery and in stimulating the tourist activities, which is of great significance for tourism sustainable development.Yenan tourist zone belongs to Central Plain ancient cultural district, situated in the triangular area of three large major tourist zones of our country: Central Plain ancient cultural tour district, the Inner Mongol grassland and customs tour district, Silk Road cultural district. But because of the special position during the revolutionary wartime of Yenan, with regard to Yenan, most people tend to link it to "the holy land of revolution". It seems to be insufficient. The author argues that the most serious problem that Yenan tourist industry is faced with is the lack of distinguishable tourist destination image, which should be solved urgently.In this thesis, firstly, through analyzing and summing up kinds of tourist destination image concepts, the author restates in theory tourist destination image concept, the structure of which is classified and analysed. Secondly, based on the analysis of Yenan natural and humane environment, the thesis offers a new tourist destination image positioning of Yenan. Finally, the author come up with some suggestions that can strengthen the propagation of Yenan tourist destination image in line with the effective principles.The whole thesis is divided into six parts:Part one: comparatively systematical definition of the concept system of tourist destination imagePart two: analysis of the key elements of Yenan tourism destination image, including urban natural geography background, humane background, tourism receptionsystem, classification and estimate of tourism resources of Yenan , etc.Part three: analysis of on-the-spot questionnaire which is designed to investigate the current situation of Yenan tourist destination image, the key elements that forming tourist destination image, the tourism information resources, and so on.Part four: reorientation of Yenan tourist destination image and the tourist products, new development of MI, VI, BI by which to strengthen Yenan tourist destination image, and the plan of the Yenan tourist products development. All the analysis is based on analysis of Yenan natural and humane environment.Part five: positioning of Yenan targeted domestic and overseas key market, targeted basic market, chance market, and the characteristics of every market demand on the basis of investigation statistics.Part six: analysis of the importance of propagating tourist destination image and suggestions to strengthen propagation of Yenan tourist destination image, innovations in this thesis:(1) On the basis of former experience, defines the tourist destination image concept again, and analyses Yenan natural and humane environment which tourist destination depends on (2) According to the latest tourist resources’ classification and estimate system, more than 300 tourist resources are classified and 48 tourist resources among that are graded. (3) Reorienates Yenan tourist destination image and Yenan tourist product, offers the corresponding plan that aims to strengthen Yenan tourist destination image and to promote the tourist product.更多还原