Research On Brand Competitiveness Of International Tourism Cities

With the integration of global economy,cultural exchanges among countries is becoming more and more frequent.It creates great opportunities for the international tourist cities.The international tourist city is developed into an international tourist destination rapidly because of its profound historical stories,convenient transportation and geographical location.The rapid development of international tourism cities has aroused great attention from the academic and tourism circle in this field.At the same time,with the city developed into a tourism attraction,the balance of supply and demand is difficult to be maintained,especially for variety of tourism products.In the fierce market competition,tourists are having more and more choices.How should tourist destination develop into the preferred destination of tourists through brand differentiation?This is a question a tourism business manager has to think about.International tourism cities face the same competition as an enterprise.Then how to build a city brand with its unique charm and influence?What factors are influencing the international tourism city brand competitiveness?How to evaluate the brand competitiveness of the city?These are the key problems that city managers need to consider.At present,the research on brand competitiveness is mainly carried in enterprises,with lack of focus on international tourism cities.However,the theory of brand competitiveness is an important theory for the sustainable development of international tourism cities.This paper aims to construct the concept system of the international tourist city brand competitiveness theoretically.With systematic analysis of the influence mechanism of the formation of the international tourist city brand competitiveness,it expects to seek for the effective way to cultivate and improve the competitiveness of the international tourist city brand in practice.The main research contents and specific results of this paper are:(1)the definition of international tourism city brand competitiveness.With the review of the news and development of international tourist cities at home and abroad,it defines the connotation of research topics,aiming to purify and comprehend the theory.(2)analysis of factors influencing brand competitiveness based on brand ecosystem theory.With the theoretical analysis of latest updates and results of international tourism cities and their competitiveness,it builds system competitive model and refines the influencing factors of initial conceptual model.(3)set up of a theoretical model of brand competitiveness of international tourism cities from the perspective of tourist perception.Based on tourist perceived value theory formation mechanism analysis of international tourist city brand competitiveness,its points out that the competitiveness of the brand ecosystem consists of the following six elements,the differentiation among the brands,brand advantage difference by tourists perceived value,brand awareness,brand reputation and brand recommended degree.(4)construction and application of evaluation index system.The index is set up and applied in some tourism cities with the theory evaluated by tourists,tourism enterprises,tourism industry and tourism managing system,in order to ensure its scientific nature and manipulability.Compared with other related research,innovation point of this research lies mainly in four aspects:Firstly,on the aspect of concept construction,this article defines the concept of the object of study through domestic literature review.It studies and covers a lot of theoretical and practical problems with a long-term view.In view of the weakness of the current domestic and international research on this aspect,this article lays foundation for the originality of the research results.Secondly,it analyses the development of international tourist city brand competitiveness and its influence from the aspect of brand ecosystem,with the theory of brand economics and ecology related knowledge and urban competitiveness and displays systematic and scientific value.This is a new approach to the study of social science from the perspective of a new natural science theory.Thirdly,this paper in-depth understands and analyses the domestic and foreign urban competitiveness theory in terms of theoretical analysis system.It builds the trinity model of the brand ecosystem on the basis of urban competitiveness from the perspective of the brand ecosystem.Meanwhile,based on the perspective of tourists'perceived value,the formation mechanism model of international tourism cites' brand competitiveness is constructed.Fourthly,Regarding the application of the evaluation system,the brand competitiveness evaluation system of the international tourism cities is constructed.The development of the evaluation tool of the index system is conducive to defining the competition pattern of each city in the international tourism market.