论古镇旅游形象的提升与维护策略--以浙江省为例

摘要

浙江古镇的旅游发展水平参差不齐，游客对其评价也不尽相同。尽管浙江省在全国古镇旅游发展中位于前列，但仍因缺乏科学规划管理而出现一些问题，影响了古镇在游客心目中的美好形象。古镇旅游形象的塑造受主客观因素和形成机制的影响。浙江古镇旅游形象的提升与维护应包括以下策略：着眼古镇自身资源与目标市场，找准旅游地形象定位；整合提升构成要素，打造个性鲜明、主题突出的古镇旅游形象。%Different ancient towns in Zhejiang Province have different levels of tourism development and tourist evaluation.Although Zhejiang Province is at the forefront in Chinese ancient town tourism de-velopment,many Zhejiang ancient towns have some problems that can’t be ignored,which affect the ima-ges of ancient towns in tourists'eyes,due to the lack of scientific planning and effective management.The images of ancient towns are affected by subjective and objective factors,and the image formation mecha-nism of ancient towns.The strategies of promoting and maintaining the tourism images of Zhejiang ancient towns may include:firstly,focus on the ancient town of its own resources and target market,identify the location of the tourism image;secondly,integration and enhance the elements of the building,and create ancient towns’tourism images with a distinctive personality and highlighted themes.