During the past 40 years a huge number of studies investigated destination positioning and images from the tourists’ perspective, but by far fewer studies have been conducted from the destination managers’ perspective. In addition, few articles benchmark image positions between multiple destinations and their projections on marketing material. In order to generalize the results to larger geo-scopes, it is important to include a substantial number of destinations for analysis and take the influences of geography into consideration. The current study focuses on exploring positions of intended (planned) destination images. The primary aim is to compare the intended tourism image that is originally developed by destination managers of the sub-provincial districts in China and identify patterns of similarity and uniqueness behind. The research findings are expected to: (1) inform local destination managers in China about the current status of their destination tourism image positions compared with other destinations; and (2) give suggestions to the tourism administrations of both sub-provincial level and higher levels on how to better understand and coordinate the districts under their authorities and how to develop effective image positioning and projection strategies. In China, substitutability among tourism destinations like cities is growing, which is more obvious among those having same regional contexts, source markets and similar tourism products (Han & Tao, 2005). One remedy against this tendency is the development of strong image positions that are distinctive from other competing destinations. However, Chinese destination managers are facing several problems regarding positioning and marketing their destination images. First, the existing image positions of many destinations are unclear (Chen, 2008). Han and Tao (2005) point out that tourism images of many city destinations − in particular the mid-sized and small cities − are still on the organic stage and lack of systematic planning. What is more important is that many destination managers have not recognized the importance of image positioning and the benefits of induced image (Chen, 2008; Han & Tao, 2005). Second, some destinations have unrealistic image positions because they neglected market research opportunities and carried out positioning in a blind way (Chen, 2008). For instance, many destination managers think that destination image is the same as creative initiatives or slogans rather than the rational result from a systematic positioning process (Han & Tao, 2005). In China, DMOs are government departments traditionally. In other words, China National Tourism Administration (CNTA) is the DMO for whole China; Provincial Tourism Administrations (PTAs) manage provincial-level destinations and Municipal or County Tourism Administrations (RTAs) are the DMOs for sub-provincial districts (Feng, Morrison & Ismail, 2003; Li & Wang, 2010). In this study, when talking about China, “DMO” is exchangeable with “tourism administration”; and “destination manager” refers to the “senior officer working in the tourism administration”. District, province and region are three spatial levels frequently and consistently used in this study. In terms of the size, region is the largest whereas district is the smallest. A region contains one or several provinces. A province has several districts under its authority. In this research, the unit of analysis is sub-provincial districts that belong to provinces. The provinces are sorted into different geographical regions that are characterized by different categories of endowed tourism resources. This study adopts the most recent scheme developed by Song (1994). He classifies the tourism destinations in China into 10 TRG Regions and 77 sub-TRG Regions. TRG Regions consist of complete provinces. While the sub-TRG Regions focusing on market appeal may contain districts across provinces. Table 1 summarizes the features of the 10 TRG Regions and their included provinces; the regions names are the abbreviations of their included provinces. This research investigates intended image positions from the destination managers’ perspectives for sub-provincial districts in China. There are 27 provinces1 and 365 sub-provincial districts (SP Districts) in China. The 365 SP Districts are classified into 9 groups according to the scheme of tourism resources geographical regions (TRG Regions) reviewed before. Due to the different administration systems, the 10th region including Hong Kong, Taiwan and Macau is excluded from this research. 122 out of 365 SP Districts are selected. The sampling method combines multistage sampling, stratified sampling and simple random sampling. For only 83 districts (68%) relevant documents could be retrieved online. 48 documents represent the “Tourism Development Master Plans” and 35 documents the “12th Twelve-Five Year Tourism Development Plans”. Six districts did not mention any type of intended image positions in their development plans. The content about intended destination image position(s) – i.e. the most essential image position(s) for a district as a whole destination to differentiate itself from others – are identified from the tourism plans. The extracted content about image positions often appears in the formats of short sentences or phrases that contain more than one concept. Thus, the original extracted content is processed to identify all included image concepts that are distinct from each other. The content analysis yielded a spread of 164 different image items with only 189 occurrences for a total of 77 districts. So, on average, there are not more than about 2.5 image positions that can be identified in the tourism master plans or development plans of the sub-provincial districts. 20% of these plans use only one image concept; 38% two items, 26% three different items, 12% four and only 5% are using five items. To make this list more comprehensible the items were aggregated in two steps to 48 image factors. In almost each tourism master or development plan which discusses positioning of the district through promoting destination images cognitive or functional terms are used. About one third of these documents uses affective or psychological features. Yet, two thirds of the intended district images are completely lacking any affective element that could help identifying appealing spots on the touristic map among the functionally loaded clutter. Reviewing the coverage of intended image items through the conceptual lenses proposed by Tapachai and Waryszak (2000) it becomes evident that only functional, emotional and epistemic aspects can be found as targeted image elements. Travellers, though, are also using social and conditional criteria when it comes to destination choice (Zins, 2010; Zins & Prompitak, 2010). Despite the relatively scarce usage of intended image positions for each Chinese sub-provincial district it is worthwhile to condense the image profiles of these 77 districts further. The 2-way profile data of 48 image factors for 77 sub-provincial districts were subject to a non-hierarchical cluster procedure to identify similarities among the districts. Considering both, the homogeneity gain of additional clusters and the relative simplicity of interpretation (expressed by the wSSI) a solution with ten different groups of districts was accepted. A sketch of the main characteristics is depicted in Table 2. The largest image profile group pools 24 different districts (31%) from 7 different TRG regions. The other larger groups (number 10, 4, 5 and 2 in descending order of similarity to number 7) do not exhibit one single lead region which means that the TRG regions share a multitude of targeted image positions. The larger TRG regions with quite a number of districts (BTHS, GFH, SJZAJ and YGG; together 49 out of 77 districts) show some gravity into the profiles 7, 4 and 5 (cf. Table 2). However, the frequency is not large enough to claim that a particular region is uniquely represented by one of the identified condensed image profiles. The majority of districts within one TRG region shows targeted image positions that are more common with districts of other TRG regions. Overall, the geographic spread of relatively similar district images is larger across provinces than across regions, which appears plausible. Destination managers may perceive threats from their neighbouring districts that share similar context images and source markets. This drives them to develop differentiated positions in order to prevent direct competition. Officially, higher-level DMOs like provincial tourism administrations have to coordinate the tourism planning of the lower-level districts (Tourism Law 2013; GSTP, 2003).

The Mental Image is designed and proposed for making a comfort and amenity in built environments using digital color analysis in the regional urban artificial environment. For a long time, it is crucial to relate visual environment with thermal environments. Especially, color makes an important role to making thermal comfort. In order to making this information, this paper describes how we can analyze the color information of the regional urban artificial environment using the color syntax program and transfer the data to form maker and create the mental image. Because of the rapid urbanization and the acceptance of mixed function, modern urban landscape is disordered and is not controlled. The Mental Image prepares our environmental color system corresponding to our mental image with perceiving regional urban environment color. This research aims to systematize the process making the Mental Image in the regional urban landscape’s color and suggest a theoretical basis to extract, embody and use the information of the regional main color from urban landscape color. Through these concepts, this research will suggest how to systematize, develop the Mental Image with emotional environmental color system. Finally, it is expected to offer a theoretical basis to embody the Mental Image and build up the emotional environments.

최근 사운드 디자인은 기업에서 제품에서부터 마케팅, 웹에 이르기까지 기업이미지를 고려한 기억에 남을 만한 경험의 멜로디를 디자인하여 사용하고 있고, 생활환경이나 공공시설 등 여러 분야에서도 사운드가 각 분야의 아이덴티티 확립에 필요한 요소로 사용되고 있다. 지방자치단체시대를 맞이하여 각 지자체에서는 지역 활성화를 위한 지역 아이덴티티의 확립에 지역의 정체성 확보와 지역의 잠재력, 자원을 활용한 지역개발에 많은 관심을 기울이고 있다. 또한 도시이미지 제고를 위해 지역이미지통합사업(CIP) 등 적극적인 사업을 추진하고 있다. 그러나 이러한 일련의 사업들은 시각적인 측면에 치우치거나 인식의 부족으로 인하여 아이덴티티 구축에 한계가 있다. 소리의 고장인 전주에 소리에 관련된 축제와 대회가 많이 개최되고 있으나, 정작 소리에 대한 아이덴티티가 없는 상황이다. 따라서 전주만의 특색 있는 소리의 조건을 제시하고 이를 통해 지역이미지 활성화를 위한 아이덴티티 구축에 필요한 요소로서 활용될 수 있도록 자료를 제공하는 것이 본 연구의 목적이다. 본 연구에서는 지역의 소리 이미지를 찾기 위한 소리 샘플은 지역민이 가장 선호하는 자연의 소리 중 한국의 아름다운 소리100을 사용하였다. 이중 선호 샘플을 추출하여 각 샘플에 대한 형용사이미지를 설문을 통해 요인 분석을 하였다. 분석 결과 전주지역의 특색 있는 소리이미지 요인으로는 조화, 강약, 대비, 문화성을 고려한 밝고, 경쾌하며, 편안한 소리 이미지를 도출할 수 있었다. 이는 지역이미지 활성화를 위한 아이덴티티 구축에 필요한 요소로서 활용될 수 있도록 자료를 제공하는 데 있다.

The art field of contemporary society is developing rapidly, and digital media is developing at a high speed. The installation art, which is rooted in contemporary art, has gradually become an important art form of new media art with its unique conceptual, experimental, on-site and interactive nature. In the late 20th century, the media scene has become more diversified with the development of science and technology, and the creation form and content of installation art have been more fully developed, and once became the patent of avant-garde fashion designers. On this basis, with the help of outdoor art behavior, the article makes an in-depth exploration and research on the integration and development of digital media technology and installation art.