关键词: 鄱阳湖区域, 旅游整体形象, 产品主题, “山江湖”

Abstract: Within Poyang Lake Zone, a unique tourism zone which includes famous mountain, river, lake and famous cities is established. The tourism zone is composed of Poyang Lake, the surrounding counties of Hukou, Xinzi, Dean, Yongxiu, Xinjian, Nanchang, Jinxian, Yugan, Poyang, Duchang and Lushan Area of Jiujiang City and Nanchang City. In order to develop Poyang Lake Zone into a famous national tourism destination integrated with tourism, making holiday, entertainment, and leisure, the tourism organizations and destinations of the Zone should obey the principles of integrity, region, market, the citizen’s participation, and operation and give full rein to the economic, social and environmental function in Poyang Lake Tourism and put the developing strategy of management with scale and unity into effect. Tourism image identity system is formed through MI, VI, and BI, and the unique and attractive market image idea is formed on the base of this. Tourism image propaganda slogan is put forward for different destination market and various customers and the new tourism image with local characteristics is created, according to Poyang Lake geographical context, civil context, the features of the tourism resources and the theme of tourism products. The integrated tourism theme image is established. That is “mountain, river and lake of the East, the Rind garden of the world”. And the integrated tourism theme image propaganda slogan is “the miracle of mountain, river and lake all over the world” or “the cities of mountain, river and lake in China”.

Key words: Poyang Lake Zone, the integrated tourism image, the theme of product, “mountain