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永州的旅游资源禀赋较为丰厚,但比较优势不强,属于旅游强势地区屏蔽下的阴影区域,这种现象严重阻碍了永州旅游事业的前进步伐。在这种形势下,永州旅游评价性形象不鲜明,知名度和美誉度差,现有设计性形象存在不系统、重点特色不突出等问题。因此,急需以良好的设计性形象来改善不利的评价性形象,以此带动旅游业的进步。文章对永州地脉与文脉进行了分析,指出永州地脉具有孤岛性、幽闭与灵性等特征,而文脉则以孤岛气息以及真正的生存精神——追求生活的隐逸与对世俗的逃遁,追求内心的宁静与灵魂的荡涤,追求道德的高洁与情感的共融为主线,并据此设计出永州旅游形象。
Yongzhou tourism resources endowment more generous, but the comparative advantage is not strong, belongs to the shaded areas under the strong tourist areas, this phenomenon has seriously hindered the pace of tourism in Yongzhou. In this situation, Yongzhou tourism evaluation image is not clear, the visibility and reputation is poor, the existing design image is not systematic, the key features such as not prominent. Therefore, there is an urgent need to improve the negative evaluative image with a good design image in order to boost the tourism industry. The article analyzes the geographical and cultural contexts of Yongzhou, points out that the characteristics of Yongzhou terrains are isolated, claustrophobic and spiritual, while the context takes island atmosphere and real existential spirit - pursuit of seclusion of life and escape of secular, and pursuit of innermost feelings The quiet and the soul of the clean, the pursuit of moral purity and emotional integration of the main line, and accordingly design Yongzhou tourism image.