Studies On Basic Theory Of Ecotourism Brand Planning

In this dissertation, the basic theory of Ecotourism brand planning, taking Ecotourism destination as example, was studied. The major findings are as follows.Firstly, on the basis of "the definition of being clear in connotation and exact in extension", some terms relative to Ecotourism brand planning were defined scientifically.Secondly, in appraising the present situation of Ecotourism brand, the characteristic of the tourism resource was assessed by thirty-one indexes in terms of the principle of hierarchy, objectivity, scientificity, diversification, selectivity. Both a monomial appraisal and a synthetic appraisal could be conducted, the full mark of the synthetic appraisal being 100 points. The synthetic appraisal result was divided into five grades. Meanwhile, the dissertation indicated that tourist flux, market occupancy, market increasing rate and composition should be included in tourist market investigation. And the main segmentation gists for tourist market were geographical location, season, climate, social economic status, psychological characteristic, consumption behavior, and management emphasis. Six prediction methods of the tourism demand were put forward, but the truely treated tourist amount must be between the threshold tourist flux and the tourist reception capacity. The appraisal indexes of Ecotourism brand image are brand awareness, brand satisfaction, brand reputation, brand recommendation and brand loyalty.Thirdly, concerning the development planning of Ecotourism brand, this dissertation defined clearly the position of the target market, that is, the major service area and tourists the designing brand aimed for. On the basis of two variables of target market and product type, five choosing patterns of the target market were concluded. What was put forward also covered three methods of the tourism theme position, ten methods of the Ecotourism image position and the method of weighing the Ecotourism management aim with the degree of sustainable development. And four principles and five methods of project planning were presented in the dissertation. It discussed about, moreover, the technical points and means of artistic expression for landscape elements layout, the elements being composed of buildings, roads, vegetation and so on. The planning for accommodation, transportation, sightseeing, recreation and shopping was mentioned, too. And finally, the designing methods of Ecotourism brand image elements were standardized in this dissertation.Fourthly, so far as the maintenance system of Ecotourism brand is concerned, this dissertation pointed out the respective duties of governments, those who are in charge of running the scenic spots, travel services, local residents in the scenic spots in maintenance, and the tourists as well;it also settled and synthesized the tourism capacity, tourism LAC, and the preserving measures for ecological environments which might both defend against sudden accidents and avoid forest fire.Fifthly, in terms of optimizing the planning procedures of Ecotourism brand, the multi-targets alternating way, including the way of Improved Dellphi, Analytic Hierarchy Process, and Multiple Attribute Decision-Making, were suggested so as to be chosen from. The way of the Improved Dellphi advocates that the participants in tourism development be composed of experts, government officials, those in charge of the management of scenic spots, travel services, local residents in the scenic spots, and the tourists as well, instead of the original experts only. In addition, the Improved Dellphi Optimization in Order is adopted in scheme decision-making.Finally, in the case study, with the help of the above mentioned theories, Ecotourism brand planning of Wuling Mountain Forest Park in Hebei province was investigated systemically, by which not only the practicability of these achievement was testified, but also the scientific foundations for the Ecotourism brand planning in Wuling Mountain Forest Park were presented in this dissertation.