Author(s)

Lijun Xu

Corresponding Author

Lijun Xu

Abstract

Weixi County is the largest population county of Diqing, Yunnan province and at the same time one of counties with the largest poverty population. It has the characteristics of combining with frontier, minority nationality and poverty. Developing tourism has become the largest prospect of overcoming poverty and achieving prosperity for the locals. There are two reasons for choosing Weixi County as the case location. The first reason is the urgency of Weixi County’s tourism development. The second reason is that the surrounding tourist cities (such as Shangri-la, Lijiang, etc.) Have typical shadowing effects. Under the circumstances, how to overcome the shadowing effect, position reasonably the tourism destination image and look for development path have certain discussion values and practical significance. It can be seen that the image positioning of Weixi county shall follow the strategy of “forming differences under theme image” to explore special tourism resources and cultural resources in the county, to try to break the barrier of the respective area under the general background of brand Shangri-la ecological tourism zone, to introduce the concept of “Non-zero-sum cooperative game”, to sake fellowship with surrounding tourism destinations and cooperative development of regional tourism circle.

Keywords

Image Defilation, Development Path of Tourism, Weixi County