Self-Drive Tourism Destination Image Building And Brand Promotion

With the rapid development of China’s economy, the improvement of people’s living level,a swift growth in automobile ownership and the gradual improvement of high way networks as well as the change of people’s tourism concept towards. Self-driving tourism industry into a period of rapid development in our country. The competition of self-driving tourism market becomes more and more drastic. Tourism product competition has gradually transformed into competition of self-drive tourism destination image. How to build a bright, unique and magnetic image, reasonable use of brand promotion strategy has self-driving tourist destination one of the best ways to occupy the market quickly.Firstly this paper briefly describes the main research results about tourism destination image building and brand promotion, self-driving tourism at home and abroad. It argues that the study of the self driving tourism destinations with tourism image and brand is less.Thus, the study about it needs further enrich and improve.The thesis on the basis of a large number of relevant literature, self-driving tourist destination and tourist image, brand promotion together, for the study of the system. After analysis of self-drive tourism destination image building is different from general tourism destination image building and pointed out that the building of self driving tourism destination image need to follow the principle of pay attention to market orientation, the principle of meet the needs of self driving tourists and highlight the characteristics, the principles of continuous improvement. Then through the analysis of the self driving tourism destination, Image positioning, slogan design and put forward the technology program of image building. In the brand promotion strategy, put forward the current new tourism concept is the "wisdom tourism", use wisdom tourism new media promotion strategy in self-drive tourism destination brand promotion.Then the thesis builds the self-drive tourism destination image building technology program and the brand promotion system, takes Tai shun She feng yun gu as a case of study. On the base of local analysis and questionnaire investigation, the paper firstly analyzed the social attributes of self-driving tourists in tourism destination from the aspects of sex, age, education and income. Then analyzes the existing problems in the image of She feng yun gu from the self driving tourists cognitive approach to tourism image of She feng yun gu, the investigation of tourism image perception, perception of tourism image factors, visibility and reputation of She feng yun gu. On the basis of the research put forward in the future She feng yun gu should pay attention to the overall image design, strengthen the brand promotion, to enhance the infrastructure construction, to innovate of tourism product combination.Finally, this paper analyses other famous self driving tourism destination image, the overall tourism image positioning of She feng yun gu is "xiang jia you le qu, pin she xiang feng qing", establishes designing project then put forward two slogan "zi you zi zai, chang xing tai shun", "shi wai she yuan, zi jia tai shun". Establishes brand promotion management and discusses how to expand the brand management. To provide reference image building and brand promotion for the Tai shun she feng yun gu self-driving destination in the future.