分析了休闲旅游业的形象产业属性与价值，探讨了长白山科学文化资源与旅游形象定位，对长白山休闲旅游地旅游形象的传播进行了研究，指出了长白山休闲旅游景区的导游产品及导游服务要成为长白山旅游形象的传播者，以此树立长白山国际休闲旅游名山的科学形象、文化形象、诚信友善的形象，获得满意体验的旅游者是旅游景区形象的最忠实的传播者。%The major contribution of leisure tourism industry is to create the regional identity ,and then it will contribute to the sustainable and stable economic development .Changbai Mountain Tourism and Leisure Dis‐trict is the unity of "natural conservation area ,geopark and tourism area".T he image positioning of Changbai Mountain's leisure Tourism should be jointly supported by three factors which consist of volcanic spectacle , forest ecology and ethnic customs .The distinctive scientific and cultural connotation of Changbai Mountain is key factor in image positioning and in branding tourism culture .Improving the scientific and cultural nature of the service provided by the tour guide is the guarantee of the image of Changbai Mountain's leisure tourism ,and is also the key factor of tourism communication of the tourism image of Changbai Mountain tourism area . The Tour guide products and services in Changbai Mountain leisure tourism area are regarded as the tourism communicator for tourism image of Changbai Mountain ,which aims to establish the image of sci‐ence ,culture ,sincerity and amity .Tourists who have satisfied experiences are the loyal communicator for the image of tourism scenic area .
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