旅游形象是旅游地的生命,是形成竞争优势最有利的工具。文章在市场调查的基础上对河南旅游形象的优势、劣势、机会、威胁进行SWOT分析,试图为河南旅游形象的选择与重塑提供理论依据,使河南省以全新的旅游形象在游客面前出现。一、河南旅游形象的含义河南旅游形象是人们对河南抽象的、总体的、概括的认识和评价,是对河南城市的历史印象、现实感知加上未来预想的一种抽象综合,是人们透过河南旅游地的旅游行为对河南内在精神和价值观的深层次了解。二、河南旅游形象内部优势与劣势分析(SW)(一)河南旅游形象优势分析(S)。首先,特色主题确立 Tourism image is the life of tourist destination and the most advantageous tool for forming competitive advantage. On the basis of market survey, the article carries out SWOT analysis on the advantages, disadvantages, opportunities and threats of Henan tourism image, trying to provide a theoretical basis for the selection and remodeling of Henan tourism image so that a new tourism image will appear in front of tourists in Henan Province. First, the meaning of Henan travel image Henan travel image is an abstract, general, general understanding and evaluation of Henan, is an abstract synthesis of the historical impression of Henan city, together with the realistic perception of the future expected that people through Tourism in Henan Province, Henan Province, the intrinsic behavior and values ​​of tourism in-depth understanding. Second, the analysis of the internal advantages and disadvantages of Henan tourism image (SW) (A) Analysis of the advantages of tourism image in Henan (S). First, the distinctive theme is established