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国家形象的塑造包含本源、表象和途径三个层次的内容。其中,本源性是国家形象的基础,表象性是国家形象的推动力,传媒是国家形象的表现途径。所谓本源是国家的客观基础和基本内涵。后奥运的旅游营销工作特别需要国家在有效调整支撑国家形象基础的前提下,借助旅游营销向全世界传递中国历史悠久、文化底蕴深厚、景色优美以及安全、自由、民主、文明、开放的国家形象,展现泱泱大国的胸襟和风范,以增强国家的综合国力,进而提高中国旅游的国际竞争力,最大化的发挥奥运会的旅游经济效应。
The shaping of national image contains the content of the three levels of origin, appearance and way. Among them, the origin is the basis of the national image, the representation is the driving force of the national image, and the media is the expression of the national image. The so-called origin is the objective basis and basic connotation of the country. After the Olympic tourism marketing work in particular under the premise of effectively adjusting the basis for supporting the country’s image, with the help of tourism marketing to the world China has a long history, rich cultural heritage, beautiful scenery and safe, free, democratic, civilized and open national image , Showing the magnanimism and demeanor of the great powers in order to enhance their overall national strength so as to enhance the international competitiveness of China’s tourism and maximize the economic impact of the tourism on the Olympic Games.