随着我国旅游业的不断发展,在旅游资源的开发规划过程中,旅游形象(TIS,又叫旅游地形象)的塑造具有举足轻重的作用。通过对南安旅游业发展现状,旅游资源,旅游市场进行分析,将“成功故里、海丝源头”作为南安的文化旅游品牌,打造“海西新城、魅力南安”的旅游形象。突出史迹、宗教、生态、休闲等各种旅游特色精品,带动南安整体旅游的发展。 With the continuous development of tourism in our country, the shaping of tourism image (TIS, also called the image of tourist destination) plays an important role in the development and planning of tourism resources. Through the analysis of the present situation of tourism development in Nan’an, tourism resources and tourism market, the tourist image of “Hometown of Success, Origin of Haise” is taken as the cultural tourism brand of Nanan to build the tourist image of “Haixi New City and Charming Nan’an”. Prominent historical, religious, ecological, leisure and other tourist characteristics of the boutique, driving Nanan overall tourism development.