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海南省旅游自建省以来,旅游发展一直存在东部和西部发展不平衡的局面,为了更好的建设海南国际旅游岛,打破海南旅游东热西冷的现状,海南省政府在《海南国际旅游岛建设总体规划纲要》(以下简称《总规》)中提出应在空间布局上将海南岛的东部、中部、西部打造成不同定位,各具特色,共同发展的整体性区域旅游项目。本文对海南旅游西部区域的资源状况进行了SWOT分析,进而探讨了海南西部旅游区域的形象策略问题,希望能为海南西部旅游区域的发展提供一些有指导意义的理论依据。
Hainan Province has been self-built tourism since the development of tourism there has been an imbalance between the development of the eastern and western situation, in order to better build Hainan International Tourism Island, breaking the status quo East Hainan hot weather, Hainan Provincial Government in the “Hainan International Tourism Island General Plan ”(hereinafter referred to as the“ General Rules ”) proposed that the eastern, central and western parts of Hainan Island should be spatially laid out as regional tourism projects of different orientations with unique features and common development. In this paper, the SWOT analysis of the tourism resources in the western region of Hainan is carried out. Then the image strategy of the tourist region in the western Hainan is discussed, hoping to provide some guiding theoretical bases for the development of the tourist region in the western Hainan.