首先,应该清醒地认识到海南旅游形象的脆弱性。的确,海南是中国惟一的热带海岛度假旅游胜地,其迷人的椰风海韵和独特的海岛风情,令中外游客向往。但是,海南位于祖国最南端,对大部分游客来说,海南是其中长线旅游目的地,来海南旅游的交通费用较大,游客是抱着很大的期望值才下决心来海南的。而且,国人出境越来越方便,与海南旅游产品较相似的东南亚国家旅游产品不断翻新花样,海 First of all, we should clearly recognize the vulnerability of tourism image in Hainan. Indeed, Hainan is China’s only tropical island resort, its charming coconut Rhine and unique island style, so that Chinese and foreign tourists yearn for. However, Hainan is located in the southernmost tip of the motherland. For most tourists, Hainan is one of the long-term tourist destinations. Traveling to Hainan is relatively expensive and the tourists are determined to come to Hainan with great expectations. Moreover, people are more and more convenient exit, travel products in Hainan and more similar to Southeast Asian countries continue to renovate tourism products, the sea