面对国际旅游业发展的迅猛浪潮，世界各国之间争夺客源市场的竞争也日趋激烈。旅游目的地品牌形象是影响旅游决策的重要因素，尤其是对于国际旅游者来说是最核心的吸引力。旅游目的地品牌形象的良好塑造与有效传播，有助于国际旅游者更好地认知旅游目的地，也有助于国家和地区的旅游营销推广。我国要实现2020年成为世界第一大入境旅游目的地国的目标，就要开拓思路，大力推进我国各级旅游品牌形象的国际宣传推广工作。因此，应从文化视角出发，深入挖掘地域文化特色和各地普世性的价值观文化内核来塑造品牌形象，在跨文化传播过程中利用内隐化学习、娱乐化传播和整合营销传播达到全球营销的目的，而大连滨海旅游品牌的经验可供参考与借鉴。%With the rapid wave of international tourism development ,competition for the tourist market a-mong countries is increasingly fierce .Tourism Brand Image is an important factor affecting travel deci-sions ,and is a core appeal for international tourists . Effective building and communication of tourism brand image can help international tourists better understand destination and promote tourism marketing . To achieve the goal of the world’s largest inbound tourism destination before 2020 ,China should think creatively to push the promotional activities .Governments at all levels may deeply research local cultural characteristics and universal values of culture core to build the tourism brand image ,and beat the target of global marketing by implicit learning ,entertaining communication and integrated marketing communica-tion from a perspective of culture .Dalian Coastal Tourism Brand is a good case worthwhile to learn from .
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