Study On The Location And Communication Strategy Of Tourist Image In Zu An Town

Located in the northern foot of the Qinling Mountains,Zu an Town is a characteristic small town with rich historical and cultural heritage and beautiful ecological environment in the southwestern suburb of Xi'an.At present,the tourism development of Zu an Town is still in its infancy,and there is no clear tourism image positioning and communication strategy Based on the construction needs of Zu an's characteristic towns,this paper analyzes the resource characteristics,tourism development status,tourism image status and communication status of Zu an Town,according to the current situation of Zu An Town's resources,using field investigation and investigation and research.The town has set a tourism image orientation based on Taoism and ecology,and has developed a scientific and efficient communication strategy.The introduction part briefly introduces the background,significance,difficulty and innovation of the topic.The second part combs the tourism resources of Zuyu Town,including Taoist cultural resources and natural ecological resources.The third part carefully describes the development status,image perception status and commnunication status of Zuyu Town through questionnaires,interviews and observations,and points out the inadequacies.The fourth part uses the basic theory of tourism image orientation to analyze the factors affecting image orientation from the three aspects of subject,audience and market,and then determine the 'Taoist Culture Leisure Tourism Town" as the overall orientation of Zu an's tourism image,At the same time;it determines the reality,media and perceptual image orientation of Zuyu Town,and uses the consistency,uniqueness(exclusiveness),compatibility,public orientation,indirectness,extensibility and forward-looking operability as indicators to image the ancestral tourism.The rationality of the positioning was tested,and then the linguistic symbols and non-verbal symbols of the tourism image of Zu au Town were designed.The fifth part starts from the perspective of communication subject,audience,media,content,and so on,formulates practical communication strategics,and provides suggestions for the spread of the image of the ancestral tourism.In order to build a cultural town with distinctive tourism and outstanding characteristics,promote Chinese culture and improve the level of local economic development.