Changchun is known as automobile city, film city, forest city, sculpture city, science and technology cultural city, green food city, famous ice and snow city, famous exhibition city and so on. Singling out any "city" is a good "signboard", but in Changchun, it is inevitable to lose sight of one thing and lose sight of another. Although it has been collected and discussed many times by propaganda, tourism and other departments, it is difficult to reach a final conclusion. There are many "cities", but they do not overlap, which scatters the integrity of Changchun's urban tourism image. It can be said that the general public in Changchun loves which "city" is very deep, and they don't want to favor one over the other, which leads to the lack of unity in their understanding of Changchun's urban tourism image. Therefore, whether in government departments or enterprises, it is inevitable to promote Changchun to a favorable position. You play your cards and I'll play mine. The scattered and obscure reality of Changchun's urban tourism image is extremely inconsistent with the title of the first batch of excellent tourist cities in China, which is one of the important factors that restrict the in-depth promotion of Changchun's tourism and thus affect the improvement of the city's popularity. Therefore, the determination, shaping and promotion of Changchun's urban tourism image is imminent. Five factors should be considered in establishing the overall tourism image of Changchun. First of all, we should consider natural and geographical features. The uniqueness of a city's physical geography can be developed and designed as the most easily perceived image slogan to attract tourists. For example, Guilin's "painting mountains and rivers, fairyland Guilin"; Suzhou's "Paradise Suzhou, Oriental Water City"; Yichun's Story in the Woods and so on. In terms of natural geographical features such as mountains, waters and lakes, Changchun lacks a unique landscape with worldwide and national influence, and it is difficult to abstract the typical elements of urban tourism image. One exception is the climatic factors in Changchun. There are four distinct seasons and different scenery throughout the year. Especially in summer, the average temperature is 23℃, which is refreshing and pleasant, and it is a summer resort. The average temperature in winter is-16℃, which is cool and fresh, but not particularly cold. It is suitable for all kinds of ice and snow entertainment. In recent years, Chinese and foreign tourists are most impressed by the transparency and coolness of the whole city of Changchun, which generally reflects that Changchun gives people a very "cool" feeling regardless of spring, summer, autumn and winter. Therefore, the overall image of Changchun tourism can be considered as "Changchun in four seasons, cool on earth" or "the world of ice and snow, the capital of summer vacation and leisure" or "ski resort, the capital of summer vacation". Second, we should consider the humanistic characteristics. Changchun has a history of only over 200 years. Among the historical culture and folk culture, there are more distinctive historical relics of Puppet Manchuria, Liao-Jin culture, Shaman culture, Korean customs, Manchu customs, duet and so on. But these are hardly considered as the elements of the overall image of tourism. Automobile culture and film culture are the most typical cultural characteristics of Changchun, which have certain market appeal. Therefore, we can consider positioning the overall image of Changchun tourism as "the cradle of movies and the capital of cars". The influence of sculpture culture has obviously increased in recent years, but it seems that there is still a process of growth. With the increase in the quantity and quality of sculptures in our city, especially the emergence of particularly influential works, sculpture will become a powerful attraction for tourists to travel for a long time, and Changchun will surely become the future sculpture capital of China. Clivia is the city flower of Changchun. In recent years, the development of Clivia industry and Clivia culture has attracted much attention. Some experts specially wrote an article suggesting that the overall image of Changchun tourism should be positioned as "the capital of Clivia". Third, we should consider the inducement of the market and the voice of the public. Tourists' perception of urban tourism image and their preference for tourism products in different market regions are the basis and technical premise to determine the overall tourism image of Changchun. Through the investigation and analysis of the planning unit, Chinese and foreign tourists and local citizens have the clearest perception of our city-beauty, elegance, distinct seasons, good ecology, clean and tidy city, fresh air and cool citizens (the most human touch). In addition, overseas tourists are deeply impressed by the history and culture of the Puppet Manchukuo and "Changchun is a good place for skiing", and have obvious preferences for the Puppet Manchukuo Palace Museum, Lianhuashan Ski Resort and Jingyuetan Ski Resort. In addition to the same trend as overseas tourists, domestic and foreign tourists have a deeper understanding of "Automobile City" and "Movie City", so their preference for FAW and Old Chang Ying is also very obvious. Tourists in the province and local citizens' perception of Changchun's image is scattered in the titles of automobile city, film city, forest city, sculpture city, science and technology culture city, green food city, ice and snow city and exhibition city. , did not form a centralized and unified image perception. correct