基于CIS战略的国家全域旅游示范区创建

CREATION OF OF THE NATIONAL COMPREHENSIVE TOURISM DEMONSTRATION ZONE BASED ON CIS STRATEGY

关键词:  全域旅游示范区CIS战略理念识别（MI）行为识别（BI）视觉识别（Ⅵ）

Key words:  comprehensive tourism  demonstration area  CIS strategy  concept recognition (MI)  behavior recognition (BI)  visual identification (VI)

摘要:

［目的］创建全域旅游示范区，已经成为地方政府和旅游业界推动旅游业供给侧改革、促进区域旅游持续发展、统筹城乡一体化发展的共识。［方法］创建全域旅游示范区既没有现成的范例，也没有统一的模式，需要在具体实现途径上认真探索，其中，引入CIS战略，是一个不错的选择。在有针对性地筛选CIS构成要素后，构建国家全域旅游示范区CIS系统，并制定其战略步骤。首先是在以理念识别（即MI，包括示范区称谓和使命）为核心的基础上，对行为识别（即BI，包括示范区内部行为识别系统和外部行为识别系统等）和视觉识别（即Ⅵ，包括外观形象、应用系统、产品系统等）的具体化，然后是对三者在时间跨度和空间纬度上推进的总体设计。［结果］实施国家全域旅游示范区CIS战略，就是将组织识别系统的理论应用于国家全域旅游示范区的创建与运营，以提高国家全域旅游示范区的识别度、知名度和美誉度，通过识别系统来突出该示范区不可代替的个性和加强对社会公众持久的吸引力。［结论］CIS系统是国家全域旅游示范区的无形资产，它是一种市场号召力，在推动国家全域旅游示范区可持续发展、改善示范区生态环境状况、提高示范区居民生活水平、重塑示范区形象、优化示范区产业结构等方面都有积极的作用。

Abstract:

It has become the consensus of China′s tourism industry and government related functional departments to promote the reform of the tourism supply, promote the sustainable development of regional tourism, and coordinate the development of urban and rural integration. However, there was neither a ready-made paradigm, nor uniform model in the creation of the national tourism demonstration area. And it needed to explore the specific implementation, such as CIS strategy. After selecting the elements of CIS, the CIS system of the national tourism demonstration area was constructed, and the strategic steps were formulated. Based on the core concept recognition (i.e. MI, including the name and mission demonstration area), we materialized the behavior recognition (i.e. BI, including the demonstration area of internal and external behavior recognition system behavior recognition system) and visual identification (i.e. VI, including the appearance, application system, product specific system). And then, we made overall design of the three recognitions in spatial and temporal pattern. The implementation of the national tourism demonstration zone CIS comprehensive strategy was that applying the organization recognition system in the creation and operation of comprehensive tourism demonstration area, in order to improve their recognition, visibility and reputation. The recognition system could highlight irreplaceable personality of the demonstration zone and strengthened the lasting attractive of social public. CIS system was comprehensive tourism intangible assets in the national demonstration area and a kind of market appeal. It had a positive role in promoting the sustainable development of the country, improving its ecological environment, promoting the living level of the residents, remodeling the demonstration area image and optimizing the industrial structure of the comprehensive tourism demonstration area.