摘 要
本文首先阐述了区域形象、旅游形象和区域旅游形象的概念，同时介绍了企业形象识别系统（CIS）及其导入到旅游地形象策划。
从理论上对区域旅游形象的构建和推广策略进行了阐述，提出了旅游形象的构建需要三个过程，依次是旅游地特性研究、旅游地形象定位、旅游地形象策划，其中旅游地特性研究包括自然环境和人文环境的分析，以及旅游资源的分析；旅游地形象定位指出其定位原则和定位方法；旅游地形象策划导入了企业形象识别系统（CIS），具体包括理念识别（MI），行为识别（BI），视觉识别（VI）。并且在旅游形象构建好之后，对旅游形象的推广策略也进行了说明，主要有形象广告策略、公共关系策略、网络策略、节事活动策略。
最后以丽江为例，对前面的理论进行了实证说明，首先分析了丽江的自然环境和人文环境以及旅游资源，其次分析其“天雨流芳，梦幻丽江”的形象定位，并针对这一形象进行丽江旅游形象识别系统的策划，然后进行形象推广策略分析，并针对目前丽江的一些问题，提出解决办法和提升形象的策略，进一步提升丽江的旅游形象，促进丽江的旅游发展。
关键词：区域旅游形象；旅游形象策划；推广策略；丽江
This paper describes the regional image, tourism image and regional tourism image, also introduced corporate image identity system (CIS) and imported into the planning of tourist image.
In theory the construction of regional tourism image and promotion strategies are described, proposed the construction of tourism image requires three processes, in order to characteristics of tourism, tourism destination image positioning, the image of tourism in the planning, characteristics of which include tourist natural environment and human environment of the analysis, and analysis of tourism resources; tourism destination image and positioning that the principles of its location positioning methods; tourist image planning into the Corporate Identity System (CIS), including Mind Identity (MI), Behavior Identity (BI), Visual Identity (VI). And after being in the tourist image, the image of tourism promotion strategy also described, the main image of the advertising strategy, public relations strategy, network strategy, FSE strategy.
Finally, Lijiang, for example, the theory of the previous empirical description, the first analysis of Lijiang’s natural environment and human environment and tourism resources, followed by analysis of the “rain Liufang, Lijiang fantasy”image positioning, and for the image of Lijiang tourism image recognition system in the planning, promotion strategy and then analyzes the image and Lijiang for the current problems, propose solutions and enhance the image of the strategies to further enhance the tourism image of Lijiang, and promote tourism development in Lijiang.
Keywords: Regional tourism image; tourist image planning; promotion strategy; Lijiang
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