试论荆州市旅游形象定位

荆州历史悠久，人杰地灵，拥有其他城市无法比拟的旅游文化资源；然而其旅游发展却较为缓慢，存在“捧着金饭碗讨饭吃”的问题。造成荆州“养在深闺人未识”这种被动局面的原因之一在于其旅游形象定位不准。有鉴于此，笔者综合运用旅游形象相关理论，对荆州旅游形象进行了较为全面的探讨，将其定位为“水韵三国、文华楚都”。

Research on the design of tourist destination image of Jingzhou

Jingzhou, a city with a long history and outstanding people, possesses incomparable tourism cultural resources and has many distinct advantages over other cities. Despite that, its tourism development grows rather slow and Jingzhou is still unknown to most people in the world. One of the reasons for such contradictions is that its tourist image is not accurate enough. In view of this, the author makes a comprehensive analysis and full exploration into the place of Jingzhou with the help of relevant theories of tourist destination image and finally designs a new image of Jingzhou.