Tourist Destination Brand Marketing Research Based On The Regional Overall Interests

The tourism industry of China has a great progress after 30 years of development. Tourism infrastructure is gradually improved, and tourism service is increasingly regulated. After the initial number and size of expansion, the tourism starts to enter the quality and efficiency of development stage.Since 1999, our country adopted the "golden week" holiday system, tourism has won the spurt development. The development of tourism in the national economy experienced a change in the status of the new economic growth point to an important industry. Then in November 25,2009, the state council proposed the plan to make the tourism be a strategic pillar industry of national economy. The Chinese government put the tourism industry on an importance strategic position, which is the first time in the world. The importance of tourism to economic development role, has not be underestimated.Compared with company, the tourism industry is relatively insufficient in the brand awareness and brand building. Operators focus on short-term and direct economic benefits through the information dissemination promotion and image building. They do less from the height of the overall development.This paper attempts to construct the tourism destination brand marketing system from a regional overall interest perspective. The system makes the needs of the object as the starting point. The multi-level operators in which government is the main, offer the brand to the destination object, to meet the needs of the target market. The brand is composed with the abstract destination brand (the overall brand image based on the overall interests of regional tourist destination) and the specific brand (brand name, logo, logos).Then, the paper discusses the brand marketing strategy based on the overall interests of regional, and builds a three-dimensional model. The strategy includes image strategy, product strategy, and environmental strategy. On this basis, the overall brand image of tourism destination is resulted.The brand marketing system needs the specific marketing strategies to implement. This article discusses from four aspects,that is destination brand positioning, destination brand design, destination brand communication, and destination brand management. Brand positioning is an important strategy, so the article makes a "four in one" location model from the perspective of maximizing the overall interests. The brand positioning should think of the cultural spaces (including historical, cultural background and characteristics of local culture), resource spaces (including natural resources and climate), economic spaces (including public infrastructure, tourism infrastructure, economic development level, business climate) and ecology spaces (ie, the specific of sustainable development of tourism). The four brand marketing strategys provide the guidance for brand marketing system used in the practice.At the end of the study, this paper introduces the tourist destination of Hainan Province as a case of brand marketing, trying to use the conclusion in tourism marketing practice.The theoretical significance of this study is to deepen the applications of the marketing theory in the tourism industry. The brand marketing system based on the overall interests of regional is constructed, with the law of development of tourism. The practical significance is constructing the brand marketing system, building the three-dimensional marketing strategy model. The study conclusion offers theoretical support and practical guidance for the domestic tourism destination brand marketing.The study has the following innovations:1, the innovation of perspectives. Base on the current study, the problem is most of the study based on marketing theory, fully learn the theory and experience of product marketing. It does not reflect the differences between the destination brand marketing and general product brand marketing. This paper analysis the tourism destination brand marketing from the overall interests of regional, making destination marketing as a whole. It considers the tourism destination brand marketing implementation from the long-term development. The innovation is in the analysis perspective.2, the innovation of theoretical system. Tourism destination brand marketing has been of concern. However, the specific operation uses the brand marketing theory mainly, lacking of systematic theory to guide. We build the integrated system, not only from a strategic height, but also provide theoretical support from operators to strategy choice. We try to provide a system operating paradigm for tourist destination brand marketing practice.3,the innovation of practical application. January 4,2010, the State Council approved the construction of Hainan International Tourism Island. The concept creates a new era of international tourism. This paper uses the conclusion in the construction of Hainan International Tourism Island. It is a new attempt, and has a practical significance.