城市旅游形象设计新探

城市旅游形象已经成为市场竞争制胜的有力武器，研究内容的趋向性日益明显，对城市旅游形象的特点捕捉得愈来愈准确，已经形成了较为成熟的设计模式。但在城市旅游形象设计中还是表现出了以下问题：区域形象替代城市旅游形象、区域背景资源争用、旅游形象口号指代不明、忽视了旅游形象感知主体的多元性、旅游形象设计时横向比较研究少。城市旅游形象设计时需注意合理定位城市职能，兼顾旅游导向性;基于城市的特色，把握城市的“可读性”和“可意象性”;延续历史剖面，寻找城市旅游形象设计的亮点;凸显民族文化截面，展示形象符号;突出以人为本，倡导天人合一。

Study of City Tourism Image Design

City tourism image has become a powerful weapon for the success of market competition. The research tendency about its content is gradually distinct, and the grasp of the characteristics of city tourism image is more and more accurate and has formed a comparatively mature design model. But there are problems, such as the substitution of regional image for city tourism image, the competition for regional background resources, the ambiguity of tourism image slogans and the ignorance of the multiplicity of tourism image subject and the lack of horizontal comparison study when designing city tourism images, etc. The design of city tourism images should pay attention to the reasonable positioning of city function and tourism guidance; based on city features, understand the readability and image of cities; continue history and look for the shining point in city tourism image design ; highlight national culture and display image symbols; and advocate taking man as the end and the integration of nature and man.