在分析了旅游主题形象及其相关概念的基础上,强调旅游主题形象是吸引旅游者注意力的核心因素,而注意力资源已经成为一种十分稀缺的经济资源.根据对黔灵山公园旅游主题形象的现状、存在问题及其主要影响因素的分析,发现其存在主导形象错位,优势不突出;支撑形象乏力,旅游功能项目布局不合理;辅助形象没有受到足够重视等问题,突出了黔灵山公园旅游主题形象重塑的重要性.在此基础上分析了黔灵山公园旅游主题形象重塑的原则,并从旅游资源的特性、旅游者的感知和认识程度、旅游地的空间竞争状况、旅游市场定位和可进入性方面分析了旅游主题形象的影响因素,进而针对主导形象、支撑形象、辅助形象的重塑,总结了黔灵山公园旅游主题形象重塑设计的策略,指出在景区旅游主题形象重塑之后,还应进行精心策划,加强宣传,以使新形象迅速深入人心.%By analyzing tourism image and its relevant concepts, tourism image was stressed as the core factor attracting the attention of tourists, and attention resources have already become precious economic resources. According to present tourism image of Qianling Mountain Park, problems and major influencing factors, it was found that its dominant tourism image was misoriented, its advantages were not fully demonstrated; its pillar image was not strong enough, tourism functional items were not properly arranged; secondary images were not given adequate attention. So it is imperative to remold the tourism image of Qianling Mountain Park. Based on the above analysis, remolding principles were introduced, and influencing factors of its tourism image were analyzed from the perspectives of characteristics of tourist resources, perception and cognition of tourists, spatial competition of tourist sites, orientation and accessibility of tourist market. Furthermore, strategies for the remolding design of tourism image of Qianling Mountain Park were summarized in view of the remolding of its dominant image, pillar image and secondary image, and it was also stressed that well-coordinated planning and promotion was needed for popularizing the new image.
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