广州在沿海开放城市的旅游形象定位研究

根据国际形象设计发展趋势，提出城市旅游形象设计应有３个层次：一是城市旅游整体形象；二是城市旅游吸引物的特色形象；三是旅游企业形象。根据Ｊｅｎｓｅｎ－Ｖｅｒｂｅｋｅ都市旅游产品界定模式，结合广州实际，分析了广州的旅游吸引物，将广州旅游形象定位为（１）商都旅游，包括购物，美食、商务旅游和现代化城市景观的游览；（２）近现代史迹旅游，包括古代史迹和建筑艺术的观赏，其形象口号为“两个中心”，即商贸中心和近现

ON THE POSITION OF TOURISM IMAGE IN THE COASTAL OPENING CITY OF GUANGZHOU

The tourism image is an impression of a city on visitor's view. The tourism image of a city should be considerated in three levels. The first level is a whole tourism image i.e. the systm engineering of "General tourism environment". The second level is the characteristic image of fascinators and tourism products fascinated visitours constantly. The third level is the image of tourism enterprise such as travel service, hotel and travel region. Based on the Jnesen Verbeke model dividing the tourism products in a capital, the tourism fascinators of Guangzhou are analysed in the light of specific canditions of Guangzhou in this paper. The author suggests that there are two kinds of domestic and international guiding tourism fascinators in Guangzhou namely (1) commercial culture and modernized capital picture, (2) revolution relics of modern and contemporary history.