旅游地形象在旅游业发展中具有十分重要的作用。从旅游地发展来看,其形象总是在不断的变化。本文以云南旅游形象为例,分析其旅游形象的变迁阶段,探究云南省旅游形象变迁的原因,并提出旅游形象定位发展的一般启示。 Tourism image has a very important role in the development of tourism. From the development of tourist destination, its image is always changing. This article takes Yunnan tourism image as an example to analyze the changing stage of its tourism image, to explore the reasons for the change of tourism image in Yunnan Province and to put forward the general enlightenment of the development of tourism image orientation.