COVID-19疫情影响的旅游目的地形象修复策略研究

COVID-19疫情的爆发和蔓延对中国旅游业发展产生了负面影响,如何对旅游目的地形象进行修复已成为现阶段国内旅游复兴发展的重要议题。文章结合"source, message and audience"旅游目的地形象修复策略,揭示COVID-19疫情期国内旅游营销为旅游正面形象的维护所做的努力,为疫后旅游目的地形象修复策略的选择和制定提供参考。

Research on the Image Restoration Strategy of Tourist Destinations Affected by the COVID-19

The outbreak and spread of the COVID-19 has had a negative impact on the development of China’s tourism industry. How to restore the image of tourist destinations has become an important issue in the development of domestic tourism at this stage. On the basis of combing the domestic and foreign research literature on crisis response, this article adopts the"source, message and audience"tourist destination image restoration strategy,and delineate the efforts made by domestic tourism marketing to maintain the positive image of tourism during the epidemic period. At last, we hope to provide reference for the maintenance and restoration strategies of the tourism destination image in and after the epidemic.