关键词: 旅游目的地, 形象建构, 传播策略, 历时性

Abstract: The tourism industry in Yunnan has experienced the initial stage of transitioning from a reception-oriented tourism industry to a tourism industry construction, the rapid development stage marked by the 99 World Expo, and the expansion stage of multiple internationally recognized tourism destinations. A number of resource-oriented international tourism destinations have matured. The construction and evolution of tourism destination images have always been deeply influenced by artistic constructs such as literature and film, and have been in line with specific socio-historical development conditions and changes in communication media, achieving the stability and continuous dissemination of tourism destination images. The study uses a series of significant events as time nodes, adopts a diachronic research perspective to sort out the different stages and characteristics of Yunnan's tourism development, analyzes and evaluates the process and communication effects of Yunnan's tourism destination image construction, and thus proposes suggestions for future communication strategies for Yunnan's tourism destination images.

Key words: tourism destination, image building, communication strategy, diachronic analysis