在区域旅游发展中,目的地旅游形象的定位和传播非常重要。许多旅游地由于对旅游形象分析不足、定位模糊、缺乏设计、传播手段单一,导致其他地区的游客因缺乏认知而无法产生去当地旅游的动机。基于银川市三区两县一市居民的问卷调查数据,从居民的视角出发,就银川市居民对固原旅游形象的感知差异进行深入分析,以期为旅游决策提供些许理论和实践参考。 In the development of regional tourism, the orientation and dissemination of destination tourism image is very important. Due to lack of analysis of tourism image, ambiguous positioning, lack of design and single means of communication, many tourist destinations have caused tourists in other regions to be motivated to travel locally due to lack of cognition. Based on the survey data of residents in two counties and one city of Yinchuan, from the perspective of residents, this paper deeply analyzes the residents’ perception difference of Guyuan from the perspective of residents in order to provide some theoretical and practical references for tourism decision-making.