The Research On The Tourism Image Positioning Of Inner Mongolia

21century is the era of image competition，Image competition hasbecome one of the leading elements in marketing competition. People’sconsumption ideas have been charactered by emotion and image whenconsuming. Look far and wide,tourism competition around world, Manycountries and regions have even abandoned competition which focus onthe local resources, products, talent and information, to convert tointegrity competition which called Tourism Image Competition. Theunique and bright tourism image that fully meet the market demands willwin the great favor among the tourists, enhance the attraction of thedestination as well as obtain the superiority in competition. Therefore, thekey to keep development vital and sustainable is creating and establishingthe unique bright tourism image.This research mainly bases on Human Geography, Marketing,Communication and Sociology and other related subjects, along with thedomestic and overseas literature review to make an analysis and researchon image position of Inner Mongolia’s tourism.From the structure and content of this paper, firstly, discusses theconcept of tourist image, structure and characteristics and other essentialquestions. Define the research category and establish the theoreticalanalysis structure. Then, the analysis can be devided into four aspects:The analysis of tourism image concept, the analysis of image-shield, theanalysis of regional tourism image and analysis and evaluation of tourismimage catchword. Tourism image analysis mainly aimed at the concept ofimage position of Inner Mongolia’s tourism by the theory of geographicalcontext and tourists’ perception with structure method. According toimage-shield theory and the characteristics of tourism image, It’s also gives a detail qualitative analysisThe tourism image catchword is revealed conclusion of imageposition, is the foundation, as well as important guiding for destination’stourism marketing. The author put forwards the new evaluation systemand standard which are based on the domestic and overseas theory.Finally, through profits from the research, the author proposed thespecific countermeasures and measures that improves tourism imagepositioning of Inner Mongolia.The author also cite and constructs the analysis model, from themicro perspective, according to the20kinds of functional andpsychological support elements during the process of tourism imageshaping, the author extract factors that use for audience survey, andcarries on the result by Typical Survey and Sampling Survey. Meanwhile,use the Evaluation Standard and the Process for Theme Slogan ofTourism Destination (By Qu Ying and Li Tianyuan,) for reference. Andon that basis, propose the new model called Tourism Image CatchwordEvaluation System with integration and innovation. From themacroscopic perspective, the author reconstructs the theoretical analysisstructure for tourism image positioning with some of the major theoryand method involve in the paper.The application value and possible innovation of this paper areembodied in these:Firstly, this research reveals the problems and insufficiency of thetourism image positioning of Inner Mongolia through the analysis of theinformed tourism image system of Inner Mongolia. Furthermore, manydetailed suggestions are given, to help the tourism image of InnerMongolia more reasonable and practical which are through the emphasizeindividual character by diversity positioning, with the help of thegained popularity, stress the sense of contemporary as well as combinethe resources and the market demandThen, propose the new model called Tourism Image Catchword Evaluation System. This model not only evaluates catchword from theLanguage expression, Rhetoric, Sentence patterns, but also brings in theMarketing and Communication value. It’s important to contribute toimprove the marketing effect.Third，this research commits to study the positive effect brought bythe tourism comparison titles and TV dramas.Flexible to local tourism image dynamic, promote its touristpopularity, to accelerate the development of tourism industry. The authorsuggests that the destination should take tourism comparison titles givenby the official authority or have high folk reputation and famous dramasas an opportunitypositioning the tourism image flexibly, in order to improve the popularityof the destination and finally promote the development of tourismindustry.