Digging into cultural value of tourism products, improving visitors' demisability value, positioning cultural leisure and marketing the whole is the way to improve the competence of urban tourism.
挖掘旅游产品的文化价值，提高游客的让渡价值，进行“文化休闲”定位，走整体营销之路，是提高城市旅游竞争力的重要途径。
Digging into cultural value of tourism products, improving visitors' demising value, positioning cultural leisure and marketing the whole are the ways to improve the competence of urban tourism.
挖掘旅游产品的文化价值，提高游客的让渡价值，进行“文化休闲”定位，走整体营销之路，是提高城市旅游竞争力的重要途径。
The paper analyzes the status quo of the cultural image of tourism in Wuhan and puts forward the basic thought that "building the cultural image of urban tourism by promoting cities".
本文分析了武汉旅游文化形象的现状，提出了“以城市推销促城市旅游文化形象建设”的基本思路。
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