| The rapid development of city tourism has caused the application of theory of tourism destination image positioning. More cities begin to pursue the whole city image rather than an independent spot as the factor of attraction to develop the market. By building the city of whole brand image and through image positioning, topic slogan, the design of the sense of vision image and promotion strategy, the cities?should completely develop city tourism industry.As the only spirit landscape of Chinese inland, Chongqing' the main urban area is a special city of the type. The city tourism is one of the three greatest brands of tourism development, and has the vast development prospects. Destination branding is the only way of Chongqing city tourism development.Through placeality analysis(including characteristics of city physical geography, of city history culture, of modern city folk custom), scholars' Chongqing city image analysis, and investigation of tourism market demand, an analysis of image is made so as to identify and refine predominant characteristic of the city tourism image. From the angle of tourism market, the analysis aims at making the Chongqing city have the clear character body in market competition.Chongqing's brand image should be positioned from many factors, many angles and many level of structures, so factors relevant to Chongqing's images need to be comprehensively readjusted and integrated. The brand image of "Charming Chongqing and Passionate Metropolis" is established. The process is the complete integration of tourism resources, concept and target market in the city of Chongqing. Chongqing city tourism brand system will establish a brand image positioning system under the guide of "Charming Chongqing and Passionate Metropolis". First-class brand image is the total principle of Chongqing city tourism. Second-class brand image is the development of many levels under the total brand principle guides.The innate character of tourist product is to provide tourists with various experiences. The modern tourism industry necessarily will grow up into experience economy industry. Tourists are persons who have experience need, and they are looking for brand that can bring them experience and that can melt into their life. The brand is a provider of experience, and is a spring of fine memory. Chongqing city tourism destination brand can make use of four steps to develop: First, tourism experience theme must be confirmed; Secondly, tourism experience carrier should becombined; Third, experience clues should be found out; Finally, experience environment should be enhanced. From the angle of market demand, Chongqing city tourism destination is a place that offers a fresh and colorful experience.Chongqing city tourism destination brand will set up four large experience system: The modern mountain city with generous landscape; Nostalgic experience of War-time capital and Hongyan culture; Hot and live Bayu folk culture; Modern life style of the young rhythm. The four systems completely support the whole brand image of "Charming Chongqing and Passionate Metropolis".The special reasons of the tourism industry, require that the government dominate to the whole marketing of tourism destination. The hard environment reform and the soft environment promotion is an important path to build up synthesize competition ability of Chongqing city tourism. Tourism destination marketing is the whole process of Chongqing's transferring main factors to develop the tourism objectives.The main outcomes of this thesis are as follows:First, strategy environment of Chongqing city that affects tourism development and important meaning of Chongqing tourism destination brand-building is analyzed.Second, the basic principle and method of Chongqing city brand positioning is proposed. The positioning system of brand images including the first-class brand and support-brand is established.Third, Chongqing city tourism brand experience support system directed by travel experience marketing is designed. Accord...
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