本文从旅游地品牌构建的角度对旅游形象进行探讨,得到以下认识:首先,旅游口号是定位口号和营销口号的统称,它们分别表述旅游形象中的理念形象和营销形象。其次,旅游地(品牌)形象规划可分为"确定质量方针——定位理念形象——设计营销形象"三个层次,其中质量方针诉求"内部市场"、营销形象针对"外部市场"、理念形象则是"内"与"外"之间的桥梁和纽带。再次,旅游地品牌是一个属性——利益——价值的阶梯,其中定位口号传播旅游地品牌属性,营销口号传播的则是旅游地品牌利益和价值。

Based on the development of the tourism destination brand, tourism image and tourism slogan are discussed and some new points of view are brought forward as follows:
Firstly, tourism image can be classified into mind image and marketing image. Mind image is for the inner market and marketing image is for the outer market. Tourism slogan, which also can be classified into positioning slogan and marketing slogan, is used to express tourism image. Positioning slogan expresses mind image and marketing slogan expresses marketing image. Although positioning slogan is to express the mind image and focus on the inner market of a tourism destination, it can also be used to spread the tourism destination image and build the tourism destination brand. Secondly, from the point of view of tourism destination brand, tourism destination image is namely tourism destination brand image, which is an important part of a tourism planning. There are three steps in developing a tourism destination image planning which are establishing quality guideline, positioning mind image and designing marketing image. Thereinto, quality guideline is aimed at the inner market, marketing image is aimed at the outer market, whereas mind image is mainly aimed at the inner market and so do the outer market. Thirdly, tourism destination brand is a ladder of three steps, which are attribute, benefit, and value. Publicizing tourism slogan is an important way to build tourism destination brand, in which positioning slogan spreads the attribute of a tourism destination brand and marketin g slogan spreads the benefit and value of a tourism destination brand. For the sake of producing more classical tourism slogans to enrich the meaning of a tourism destination brand, we should jump out of the eyeshot of tourism resource (destination attribute) and consider more from the point of view of visitor market.