旅游形象对于一个地区的旅游业发展起到了至关重要的作用,因此近年来在各地旅游业建设发展的过程中越来越重视“形象策略”的制定。但旅游形象的营造并不是一件一蹴而就的事,需要当地政府和居民的共同经营。就我国当前的旅游城市形象建设而言,形象营销还存在着较大的问题。本文对相关文献及实践案例的研究,提出了进行旅游形象塑造的策略以及旅游产业整体构造的方向。 The image of tourism has played a crucial role in the development of tourism in a region. Therefore, in recent years, more attention has been paid to the formulation of “image strategy ” in the process of tourism construction and development in various places. However, the creation of a tourist image is not a one-way event and requires the joint operation of the local government and residents. As far as the current image construction of tourism city in our country is concerned, the image marketing still has a big problem. In this paper, the relevant literature and practical case studies, put forward the strategy of shaping tourism image and the overall direction of the tourism industry.