STUDY ON THE TOURISM DESTINATION IMAGE SYSTEM——A CASE STUDY OF THE CHANGJIANG RIVER DELTA
以长江三角洲为例，探讨旅游目的地形象系统的构建，分析其自然历史背景、市场构成，并基于CIS理论提出形象定位与设计，帮助目的地应对竞争。
With the rapidly development of tourism,tourism destination image has been paid more and more attention.It has become one of the most important factors in destination operating.Taking the Changjiang River Delta as an example,this paper tries to offer an integral tourism destination image system in order to help the destinations which meet fierce competition.This paper consists of four parts.The first part,after giving a brief introduction of the tourism industry developing in the Changjiang River Delta,points out that if the Changjiang River Delta forms its own tourism image,its tourism will gain faster developing.The second part inquires into the impetus of tourism destination image designing from three aspects.Based on the J.R.Anderson Theory and the Recognizing Psychology,the first and second aspects separately inspect why the Changjiang River Delta needs an integral tourist image planning.But the third aspect probes the impetus from another perspective——the reality containing its important role in the whole China and recent fast developing facts in this area.The third part analyzes the locality of the Changjiang River Delta involving natural and historical background,quests the make-up of the market and shows that tourists coming from different area have different image about the Changjiang River Delta. Then based on the above analysis and the theory of CIS,this paper offers the positioning of the Changjiang River Delta image,designs the Changjiang River Delta image and establishes an integral tourism identity system of the Changjiang River Delta at last.