Study On Evaluation Of Brand Tourism Resources And Its Development Strategies In China

With the arrival of brand times, the importance of the brand can't be ignored more and more. If there is no one's own brand in an enterprise, it is difficult not only to be tenable on the market, but also to survive and develop in a keen competition. Tourist industry is no exception. What's more, the branding of tourist industry requires the branding of tourist resources at first. For this reason, this article has put forward the concept of brand tourism resources. Brand tourism resources are well-known places, which enjoy high prestige, have been tourism brands to the tourists and can influence their decision-making. And tourists have a strong desire to visit them and will have a sense of pride afterward. In addition, the influence of brand tourism resources has been widely spread. In general, brand tourism resources are the only choices for big-scale tourists and the most important choices for small-scale tourists. In fact, both the world-level and state-level tourism resources are typical brand tourism resources.As a type of tourism resources, brand tourism resources have general characters of tourism resources on one hand, and also have their own unique personality on the other hand, for example, a high degree of monopoly, market diversification, hierarchy and the legal protection. Brand tourism resources are chosen by the relevant authority at home and abroad in accordance with the quality and grade of the resources. The development history of brand tourism resources can be divided into four stages, i.e., the travels of celebrities, the protection of state, the propaganda of media and the promotion of government.As to spatial distribution, there is a position of absolute dominance in the eastern coastal areas in both quantity and type of brand tourism resources. And central and western areas fire relatively weak. However, as the development of western regions, many rare natural landscapes have gradually entered people's vision. It has great relations to the expansion of cognizable space, the awakening of commercial awareness and the expansion of tourism demand.The dissertation carries out a comprehensive evaluation to the brand tourism resources in China. The results show that: the scores of the eastern coastal zone are more than the central and western regions. From the eastern coastal areas to central and western regions, the scores descend gradually. What's more, the grades of the three regions are concentrative relatively, second and third in the eastern coastal area, third and fourth in the central zone, fourth and fifth in the western zone.Based on the comprehensive evaluation, the dissertation puts forward three development strategies of brand tourism resources. First, they should be developed according to their regional conditions and economic situations. Second, they should be developed in conjunction with the market demand. Third, they all should be cultivated as a brand. Among them, branding is a kind of market behavior, and its ultimate goal is to establish their own destination brands. The dissertation hopes that these provinces can create their own destination brands of province-level, and then combine to destination brands of region-level, eventually establish a national tourism brand.