杭州国际旅游形象再定位和对杭州国际旅游发展的思考

作为国内知名的风景旅游城市，杭州在国际市场上的知名度并不高。因此，对杭州国际旅游形象的再定位，将有利于杭州国际旅游市场的开拓和发展。杭州的地方性和特色决定了杭州的国际旅游形象为“生活的城市”(A City of Life)。杭州国际旅游的进一步发展需要加快城市环境的国际化、城市公共服务的国际化，完善旅游信息化系统，重视城市文化的特色化、语言环境的国际化，并面向国际市场推出新的旅游产品。

IMAGING OF INTERNATIONAL TOURISM OF HANGZHOU AND STRATEGIES FOR THE DEVELOPMENT OF INTERNATIONAL TOURISM

As a tourist city Hangzhou is well known in China, however, it is unpopular in the international market. Therefore, it is urgent to reimage international tourism, which is in favor of exploiting the international market of Hangzhou. The features of Hangzhou determined it is a city of life, which can be designed as the international image for Hangzhou. The further development of international tourism of Hangzhou needs new strategies, including internationalization of city settings and public services, improvement of the information system, preserving the local culture, internationalization of language environment, designing new products for international market.