鄱阳湖区域旅游整体形象策划研究

在鄱阳湖区域内,以鄱阳湖为龙头,与周边湖口、星子、德安、永修、新建、南昌、进贤、余干、波阳、都昌诸县和九江市庐山区以及与鄱阳湖相近相通的南昌市区组成一个集名山、名江、名湖、名城为一体的独具特色的旅游圈。为把鄱阳湖区域发展成为集旅游、度假、休闲、娱乐为一体的国内外著名的旅游目的地,湖区各级旅游组织和旅游目的地,应遵循整体性、地域性、市场性、持续性、大众参与性、可操作性原则,充分发挥鄱阳湖旅游业的经济、社会与环境功能,实施规模化经营、一体化发展战略,从理念识别（MI）、视觉识别（VI）、行为识别（BI）等角度协调构建旅游形象识别体系,在此基础上形成具有独特性与市场冲击力的总体形象理念,提炼出针对不同目标市场和消费群体的差异性极强的总体形象宣传口号,创造具有赣鄱特色的整体旅游新形象。根据鄱阳湖地脉、文脉、旅游资源特色与旅游产品主题,可将主题形象定位为：东方“山江湖”,世界“后花园”。与此相适应的整体形象宣传口号为：华夏“山江湖”都会之地,世界“山江湖”奇观胜境。

INTEGRATED TOURISM IMAGE OF POYANG LAKE ZONE

Within Poyang Lake Zone, a unique tourism zone which includes famous mountain, river, lake and famous cities is established. The tourism zone is composed of Poyang Lake, the surrounding counties of Hukou, Xinzi, Dean, Yongxiu, Xinjian, Nanchang, Jinxian, Yugan, Poyang, Duchang and Lushan Area of Jiujiang City and Nanchang City. In order to develop Poyang Lake Zone into a famous national tourism destination integrated with tourism, making holiday, entertainment, and leisure, the tourism organizations and destinations of the Zone should obey the principles of integrity, region, market, the citizen's participation, and operation and give full rein to the economic, social and environmental function in Poyang Lake Tourism and put the developing strategy of management with scale and unity into effect. Tourism image identity system is formed through MI, VI and BI, and the unique and attractive market image idea is formed on the bases of this. Tourism image propaganda slogan is put forward for different destination market and various customers and the new tourism image with local characteristics is created, according to Poyang Lake geographical context, civil context, the features of the tourism resources and the theme of tourism products. The integrated tourism theme image is established. That is "mountain, river and lake of the East, the Rind garden of the world". And the integrated tourism theme image propaganda slogan is "the miracle of mountain, river and lake all over the world"or "the cities of morntain, river and lake in China".