边缘地旅游形象的层次构建——以肇庆为例

边缘地因过渡交接属性而使旅游形象不鲜明，影响旅游形象传播，需要从边缘属性提炼旅游形象。以珠三角边缘地——肇庆为案例，实证分析了边缘地对旅游形象的影响及旅游形象的构建方法。边缘属性对旅游形象产生双重影响，使旅游形象偏离区域整体形象，同时产生屏蔽作用、同化作用与挤压作用，使旅游形象不易被感知．旅游形象构建需要综合自然条件、历史文化与经济社会等因素，从核心与外围市场两个层次构建。肇庆应重点打造“山水肇庆，广府之源”与“中国砚都、珠三角旅游名城”的旅游形象。

Two-dimensional Construction of Tourism Image in Fringe Zone --A Case of Zhaoqing

The tourism image is not clear in fringe zone because of the property of connection and transition, which affects the spread of tourism image. The contraction of tourism image should be from the perspective of the property of fringe zone. Taking the fringe zone in the Pearl River Delta -- Zhaoqing as a case, this paper studies the construction method of tourism image in fringe zone and the impaction on the tourism image from the fringe zone. The nature of fringe zone can produce a double impact on the tourism image. One of the impaction is to make the tourism image deviating from whole tourism image in the region; the oth- er is a shielding effect, assimilation effect and compression effect, which makes it hard for tourists to perceive the tourism image. The building of tourist image needs to study comprehensively the factors of natural conditions, history, culture, economy and so- ciety from two levels of core and peripheral markets. The tourism image in Zhaoqing should include %eautiful landscape in Zhaoqing, the origin of Guangfu culture＂ and ＂The capital of China ink stone, the famous tourism city of the Pearl River Delta＂.