On the regional tourism theme image positioning and Construction

　　"Students are not afraid of bad life, I'm afraid from the wrong name," saying that in today's era of marketing, is being widely and deeply practice, how to shape the image guided by the slogan thus the formation of the attention economy, has become the current research, practice hotspot and in tourism bailout, tourism revolution and a series of public opinion under the theme of regional tourism image-building for the beginning of the large tourism development, we are entering a historic climax. This paper attempts to combat operations from the perspective of tourism, regional tourism theme image positioning and implementation under the current tourism tide discussed.

A. Understanding regional tourism theme image

　　Rounds like a small Shenyang, as in today, with great attention economy has been sought after by the industry of energy, the so-called attention, is the image of dynamic performance. Similarly, in the field of tourism, a mention tourism city of Dalian, Suzhou and other tourists will quickly come to mind a concept, a pair of images, because this perception and triggered tourism motivation, thereby forming the tourism economy, thus stimulating urban industrial chain. Regional tourism theme image, that is, refers to a specific shape or tourism gesture. It is a tourist place of their own understanding and knowledge, but also tourists to tourist perception. However, tourists perceive tourist theme image, tourists use their knowledge, experience, combined with the perception of tourism integrated tourism information dissemination of the formed image and tourism awareness that the expectations of tourists is There are differences, which would involve a "asymmetric information" problem, that is, the actual operation of the angle from tourism, tourism theme image positioning and construction, should be considered the main tourist, avoid wishful thinking, avoid self-pity. Themes such as tourism image positioning Changzhou for "Chinese Dragon", China is called Dragon City has six, for a Changzhou, China Dinosaur Park City territory, however, as the dragon totem of the Chinese nation, and Changzhou not the historical and cultural city, this one concept, and did not stand to think about the perspective of tourist demand, and ultimately not not prominent, because provoke controversy and embarrassment. Tourists do not recognize, everything is no good. Tourism for their understanding and perception of tourists to travel to the emergence of asymmetry, which they asked to carefully study the theme image-building needs of tourists, then we can substantially simplify travel theme image for tourists to travel to the shape or gesture recognition.

To deepen the concept of regional tourism image recognition, we must also recognize the following questions.

(A) avoid separating the idea of tourism theme image, vision, behavior

　　Tourism image recognition system, including a tourism concept recognition, visual recognition, behavior recognition, and comprehensive view of tourism theme image separation should not philosophy, vision, behavior. For Qingming River Park, for example. Kaifeng Qing Yuan established a "once into the picture, one day dreams of the Millennium," the philosophy slogan, pursuant zhangzeduan "painting" In a race with cases of construction, in terms of performance, experience, services, etc. in the landscape, are There are obvious "Song" at the scene, which will build a three-dimensional Song Qing Yuan cultural theme park complete image. Slogan developed, aimed at communication, as part of an integrated marketing communications plan to take appropriate way to achieve integration of emotional and rational at the same time, how combined with the image of the logo, how to integrate the brand design elements, how effective communication, also We need to develop at the same slogan, forming system of systems strategy.

Discrimination (b) Regional Tourism Image and slogan

　　Actually included in tourism research community on Tourism Image and Tourism Slogan are confusion, a lot of times are identical, the need to note is that there are subtle differences between them, the slogan does not mean image positioning, or say no equal Literary positioning summarized. Not only embodies the characteristics of local tourism slogan, but also has the image of the texture, but more needs to be considered is to develop targeted, is a relatively stable concept definition - characterization, and slogans will need to stage of development and changes in the market for in accordance with. It can be figurative, it can be abstract, technically, it needs to convey a certain amount of information, but at the same time, it is a perceptual ultrashort text, to narrow the distance between the body of the market, such as Singapore, "live it up and enjoy Singapore!!" Shanghai, "Shanghai - wonderful every day", are also true.

(C) The slogan is the most critical part of the tourism theme image

　　Tourism slogan, as the most critical part of tourism theme image reflects the understanding of its own tourism through information communication, presentation of the tourist destination or tourism project hopes to perceive what the will of its audience. Although it is an abstract thing slogan writing, but its highly generalized concise, so that people can in the shortest possible time, to produce figurative association, so the brand image, the behavior of the spread is very important. As the above-mentioned negative example "Chinese Dragon" Changzhou "Dragon" does not tells Changzhou characteristics, it is difficult to make the association tourists.

(Iv) Regional Tourism Portrayal necessity and urgency

　　According to international experience, in times of economic crisis, tourism bailout is the holy grail, but in the attention economy era, the image is productivity, in the information society, time is money, who goes second, who showed the new brand, whoever wins the market. Therefore, the regional tourism image building extremely necessary and urgent.

1.4.1 lofty style tourism - wine is also afraid of deep alley

　　Many traditional Chinese literati have a strange temper, count was high and arrogant that they sell themselves to reduce the grid, then shut himself into his study, swearing Bole scarce. Tourism development has also inevitably into vulgar. Some local tourism resources is really good, but they stay in the "sell themselves" thinking, lack of self-promotion and marketing of self-motivation and awareness. In modern times, the time cost is extremely expensive, who delayed the time, who will lose the opportunity. Tourism to establish a "wine is also afraid of deep alley," the sense not Zimingqinggao, to establish a Jiuqi to yell a few times, to no one will buy good wine.

1.4.2 inferiority TOURIST - I'm not beautiful, but my tender

　　This is mainly for traditional tourism disadvantaged region, we must first correct this thinking. Mr. Lin Xiong believes that "the cultural industry, there are better resources, no resources is not necessarily bad, Hollywood can succeed, Shenzhen can succeed", so crucial in shaping. Tourism for the United States is not in, but in the search for new ideas, as long as they have the characteristics of having a tourist attraction. I'm not beautiful, but I am gentle, tender is the personality, characteristics, image-building resources is, therefore, relatively weak area of traditional tourism resources, there must be confidence into tourism competition, not to be "still holds partly concealed" .

Second, the regional tourism theme image positioning

　　Regional tourism theme image positioning is the first step in the development of tourism, tourism to attract core formed first one, the least bit of difference in the loss of thousands of miles, a profound impact on the development of tourism, how to locate and construct, became the core of the problem.

Principles (a) positioning

　　2.1.1 Principles resource characteristics and the combination of market-oriented

This is an old-fashioned principle, the key lies in the specific technical aspects, namely, resource extraction and grasp the characteristics of market demand. Featured in resource extraction, the need to pay attention to whether the conversion of resources and the conversion cost, attention to explore the issue of new resources, and in the market-oriented, in addition to meet the market, but should guide the market, like the 1980s, Splendid China in Shenzhen Overseas Chinese Town development, he led the development boom China theme park.

2.1.2 easy to identify and hard to substitute the principle of combining

　　Easy identification of particular concern. Over the years, many scholars tend to produce confusion in the tourism culture and history and culture of this problem, is essentially a leisure travel, we can not too much into the history of Discrimination tourism, should strive to use the most simple way to convey the culture of information, avoid out book bags. Then, in the tourism image interpretation system, we have to focus on recognizability, how to become fashion history, so culture easier, tourism workers must be prepared to work. However, often easy to identify easily replicated, how difficult alternative combination is an important issue. This requires positioning to seize the former qualities, even if homogeneous, but also the use of special language, a special logo to distinguish. Like Zhuhai "Romantic City" and Dalian "romantic", will appear on tourism slogan similar language, which is detrimental to market development.

2.1.3 The principle of flexibility

　　Tourist attractions before casually, deliberately add "a certain village", but also mean the loss of a large part of the visitors do not have that hobby, but as a regional tourism theme image, its shape is a relatively long period, If the elastic is insufficient, it is easy to restrict short-term goals slogan, development and implementation of market-specific slogans. Like Shandong, for the domestic market, the image of Shandong slogan "into Confucius, Sailing in Qingdao," and for the international market, more directly, more single to hit the theme "Welcome to the hometown of Confucius," the slogan. Another example is South Korea, in 2002 before the World Cup, the world launched the "vitality Korea Dynamic Korea" slogan, but recently, specifically for the Chinese market, the introduction of the slogan "Happy resort, hospitable neighbors." Thus, to ensure a clear image at the same topic, leave enough space conducive to the development of different periods and different slogans Focus markets.

2.1.4 freehand principle

　　Freehand principle refers primarily to express the image of tourism. As ancient civilizations of people, we tend to fall into narcissistic history, historians enter the field of tourism, tend to have been very casual tourist becomes heavy and stiff. Tourists are not not pursue the truth of history, but in the context of tourism, the tourists prefer to express the history and culture is easy. We can see from Zhang Yimou's "Impression" series popular in the minds of tourists, hoping to get is not knowledge, but the emotion, not figurative, but the abstract, not the result, but the process is not empirical, but a feeling. This requires, in express terms of tourism image, pay attention to poetry, focusing divergence, with freedom, free way to convey information. The following discusses the tourism image slogans. In 200 regional tourism Slogan author collected, they accounted for four-character phrase eighty-three%, while the author interviewed nearly bit respondents believe there Qicheng modern Chinese slogans more intimate. Such as "Yichun, forest fairy tale", "Shenzhen, wonderful every day," "Taiwan, able to touch your heart," "Sweden is fantastic, even in the winter," while such as "beauty of Taihu Lake, Wuxi brigade love", "the hometown of Confucius Oriental Holy City "and other four-word phrase is not deep impression. Survey shows a problem, tourism as a leisure activity, tourists are more willing to travel more easily to perceive the image.

(B) positioning method

2.2.1 Leading Law

　　Leading positioning method is suitable for those tourism product or tourism resource is unique, irreplaceable. Such as the Bird's Nest, Forbidden City, Temple, Lijiang, are unique in the world of tourism products in the world in absolute monopoly. You can build a variety of different standards according to tourists and property ladder image, occupy the first position in which the image of the ladder, there is a leading image. But such absolute leader, in the form of a solid tourist destination after all, not the majority, a large number of tourist destinations to adopt other methods based on market positioning attributes.

2.2.2 analogy method

　　Analogies positioning method is a kind of "excuse me" positioning method is to cling brand, compared to a brand name to their product positioning. It borrows a famous scenic spot market impact to highlight and raise themselves. Analogies avoid positioning the first to seize second place. Such as Sanya as "Oriental Hawaii", Vietnam Halong Bay "Sea Guilin" "Oriental Venice" and so on. It also has some limits, this approach can not resort to space objects from the analogy too close in on the location, because this position is to attract long-haul guests scenic analogies objects. In addition, the already well-known tourist destinations and tourist attractions has a unique style not just the use of such positioning method, so as not to let yourself lose the brand.

2.2.3 inverse method

　　Inverse method is widely used in commercial areas, the reverse position is to break the psychological mindset of consumers in general, opposite to shape the content and form of tourism image. Its emphasis and publicity positioning objects is generally the opposite of the image of the minds of consumers first and the opposite side, at the same time build a new easy for tourists to accept mental image of internet. For example, Henan Linzhou Lin Lushan scenic area to "see ice heap hill summer day, winter Canyon View Peach" strange landscape to conquer the market; Ningxia zhenbeipu movie topic launch position is "sell desolate."

2.2.4 Transformation Market Act

　　This is an uncertain positioning method. It is mainly for those who are already changing tourism market or simply a side of the market in terms. Tourism market has changed, the characteristics necessary to locate scenic changed, and accordingly the design of different marketing mix. For example, in the theme park construction boom, the establishment of a number of movie, most of the loss, so some Park is positioned as leisure, conference and entertainment, rich product, a set of food, housing, transportation, travel, shopping and entertainment as one of the major tourism community, so we put a theme and emphasis has changed, it means that the target groups change.

2.2.5 Target group Act

　　The positioning directly appealing to certain consumer groups, highlighting products and services designed for such consumer groups, to obtain the target consumer group identity. The brand and consumers together, is conducive to enhancing consumers' sense of belonging, to produce "The brand is made for me" feeling. For example, part of the area launched Tanabata trip, etc., is positioning method for specific groups.

2.2.6 slit Market Act

　　This approach, also known as fill in the blanks type positioning means positioning to avoid a direct confrontation with the strong competitor. The reason is that a tourist destination does not have the obvious characteristics and advantages, to take advantage of other tourist attractions forgotten corners of the tourism market, tourism market to shape their own image. Namely the design and delivery of the tourism market is currently not on the characteristics of tourism products, the formation of difference with competitors. This positioning can quickly gain a firm foothold in the tourism target market, and make this special tourism products in the minds of tourists quickly establish a good image.

2.2.7 Quality / Price Law

　　That combined with the control of quality and price positioning, quality and price are usually most concerned about elements of the consumer, and are often combined with comprehensive consideration of each other, but different consumers different focus, such as the purchase of a product's target market is medium Income rational type of buyers can be positioned as a "value for money" products, as with "high quality" or "inexpensive" as opposed to positioning. This is more common in the restaurant and the hotel's positioning. Some are symbolic pricing, pricing some pragmatic, some penetration pricing.

2.2.8 Cultural Law

　　The cultural connotation into the brand, a brand of cultural differences, this cultural orientation not only can greatly improve the brand's taste, but also can make the brand image even more unique. Hengshan life as culture, Shaolin martial arts culture and cultural roots, the Yellow Emperor hometown, Wudang Taiji and so on.

2.2.9 Comparative Law

　　Compare positioning is through an objective comparison with competitors to determine their own position, also known as crowding positioned competitors. In this positioning, corporate competitors trying to change the existing image in the minds of consumers, to identify its shortcomings or weaknesses, and to compare with their own brand, in order to establish their status. Such as "Huangshan guilaibukan."

2.2.10 concept titration

　　The concept is to make the product positioning, brand occupy a new position in the minds of consumers, the formation of a new concept, or even result in a mindset to get the consumer's identity, to produce the desire to buy. Such as the Shaolin Temple, now in foreign countries, has been basically the equivalent of Shaolin Wushu Culture and caused Chinese kung fu Shaolin martial arts is equal to the illusion, thus the formation of the concept of Chinese martial arts.

Third, the regional tourism theme image Construction

　　Competition among cities ultimately depends on the strength of competition in the soft, attractive city ultimately depends on the character of the city, while the city's character, a great significance is communicated through tourism image. Implementation of regional tourism theme image, is very attractive cost of projects, but also a complex project. How to implement the regional tourist image, became the key link.

(A) establish a systematic concept of urban tourism image that is the image.

　　Travel compatibility, marginal, chains, positive because this integrated, making it difficult to clarify the connotation and denotation, reflected in the government, the tourism is often not positive, direct targeted attention. The phenomenon is that the image of many cities has mostly spread through the tourism image. Such as Beijing, Shanghai, the two major cities, when we went to perceive them, first presented in mind is that they are such as the Great Wall, the Forbidden City, the Oriental Pearl Tower, the Bund, etc. tourism landscape, then that is Jingwei, Shanghai and a series of fullness cultural symbols. As a government agency, should be tourism image in the entire area image-building, soft power competition, etc. height operations to systemic forces operate to promote the city's tourism image. The pace of product through a unified, businesses, governments, logos, ideas, behavior and so on related subjects, unified process to create an integrated regional tourism theme image. In addition, because the characteristics of tourism, many government functions skeptical of tourism, tourism is still a lack of subjectivity as an industry to look at. Execution is not enough, no matter how good the planning, positioning have become empty. For Luanchuan and Jiaozuo as an example, in fact, Luanchuan and Jiaozuo in the tourism image is not unique, but the local government to operate a strong executive power to mobilize the resources to build the city's tourism image system, this generated "Luanchuan mode" and "Jiaozuo Phenomenon."

(B) through the media, events to promote the image

　　The image is to be to produce dynamic effects through the dissemination of tourism to the bold use of modern media, event planning means tourism image transmission. For example, Guangshan County, Henan Xinyang City in the establishment of "Let guangshan wisdom overflow IPL mountain" theme, immediately through a referendum essay, discussion forums and other activities, the "wisdom" of the image spread. But in recent years the annual Huangdi ancestor worship ceremony, Henan through this event will "root of civilization," the image transmitted to the world, which use satellites to broadcast global strategy contributed in terms of image building. Again, only three or four years, originally held by unknown Boao Forum Boao quickly to inform the world of the "sea", "vacation" image.

(C) selecting a brisk ambassador

　　Recently, the Japanese chose the cute Hello Kitty as the ambassador of the country, which gave us had a revelation. In modern competition, affinity has become an important means of competition, which is the soft power competition. Because of the impact of World War II, the Japanese give to the world to China, and is the one with the smell of gunpowder in the image, which is easy to produce depression. We may hate the Japanese, but we will hate this cute Hello Kitty cartoon cat? Hello Kitty will be established as the ambassador, will significantly change the impact of the world on Japan, while Internally, imperceptibly, will also change Japan's self-identity. Turning to China, we promote to the world of the Monkey King, Mulan including the Shaolin martial arts, etc., are related to a question of force, the effect is often counterproductive. Civilized way to convey the most important when traveling, is exploring a harmonious world of China, should contribute to the world a brisk, friendly image, as the city tourism image ambassador, is no exception.

CONCLUSIONS

　　The above analysis, regardless of the advantages of regional tourism and tourism disadvantaged regions, image must be positioned on the first step to create the so-called "bad life afraid of life, I'm afraid from the wrong name," slogan excellent image-building and refining, will Tourism has the power to revive. Tourism according to local characteristics, adhere to market principles, leave enough flexibility in space, let history become fashionable, let culture become easy, and comprehensive use of various image positioning method in image ideas, vision, behavior, etc., to the station shaping the image of the city at the height, the operator of the city and then the use of modern media means of image transmission, and then construct the regional tourism image system.