桂林旅游形象的推广及对策研究

摘要

Blessed with unique tourist resources,Guilin strives vigorously to develop its tourism and becomes a comprehensive tourist city integrating history,culture,folk customs into the natural landscape. But in recent years,Guilin tourism image has been severely damaged due to the monotony of tourist products,the similar route designs as well as recurrence of safety accidents. The study explores self-improvement of tourist agents as well as image promotion and strategies optimization,and aims to build up the“inside-outside”dual driv-ing model for promoting Guilin's tourism overall-image.%桂林依靠其颇具特色的旅游资源，大力发展旅游资源，成为集自然景观、历史文化、民风民俗于一体的综合旅游城市。但近年，旅游产品单一、路线设计雷同、安全事故多发等现象使桂林旅游形象严重受损。本文从桂林旅游经营者自身的完善（Inside）与桂林旅游形象推广方式和策略的优化（outside）两方面出发，构建Inside-outside双驱动模式，旨在提高桂林旅游整体形象。