大型会展对举办地旅游形象的提升路径及效应分析——以上海世博会为例

大型会展对提升举办地旅游形象效应成为旅游学界当前关注的热点。以上海世博会为例，采用案例分析法和文献研究法，在分析过程中结合定量分析和定性分析，研究大型会展对旅游地的形象效应。研究表明，上海世博会主要通过聚焦作用下的旅游形象建设、光晕遮蔽作用下的网络宣传、世博宣传片与上海旅游形象联手营销、旅游企业的积极行为以及政府的支持与配合等5种途径提升上海都市商务会展、都市文化、都市休闲等旅游形象，提出利用大型会展的聚焦作用和光晕遮蔽作用提高举办地知名度，将大型会展宣传与举办地旅游形象宣传相结合，将大型会展建设融人到城市的旅游形象建设之中等3个方面提高旅游地形象。

Analysis on Mega - event of Promotion Strategy and Effect of Tourism Image of Host City -- A Case Study of Shanghai Expo

How the mega - event proved the tourism image of host city beceming a focus in the current tourism academic circles. This paper used case analysis method and documentary research method, taking Shanghai Expo as an example, to analyze the how megaevent proves the tourism image of host city. During the analysis, this paper also used qualitative and quantitative analysis. The analysis suggested that Shanghai Expo mainly proved Shanghai＇s tourism image as a commercial exhibition city, a cultural city and a leisure city through 5 ways. The authors put forward 3 suggestions to enhance tourism land image.