襄阳有着丰富的自然与人文旅游资源,然而它的旅游总收入占全市国内生产总值的比重仅为5.07%,与支柱产业的8%相差甚远。襄阳市的旅游业发展缓慢,这与它旅游形象的定位欠佳有着不可分割的关系。本文对襄阳市的旅游形象进行定位,研究和探讨了襄阳市旅游形象的建设,并对襄阳市旅游形象的宣传提出了建议与策略。旅游目的地形象策略的引入,对于增强襄阳市旅游的竞争力及扩大市场份额具有重要的意义。 Xiangyang is rich in natural and cultural tourism resources, however, its total tourism revenue accounts for only 5.07% of the city’s GDP, far behind the 8% of the pillar industries. The slow development of tourism in Xiangyang City is inextricably linked to the poor positioning of its tourism image. This article locates the tourism image of Xiangyang, studies and discusses the construction of the tourism image in Xiangyang, and puts forward some suggestions and strategies for the tourism image promotion in Xiangyang. The introduction of tourist destination image strategy is of great significance to enhancing the tourism competitiveness and expanding the market share in Xiangyang.