A Study On Kunming Exhibition Tourism Brand Construction

Exhibition tourism, one of the hot tourism models, having great economic and social potentials and favorite development prospects, is called "gem on the imperial crown" and has become a hotspot of tourism development and tourism academic research. Nationally speaking, exhibition tourism in east areas of China is relatively advanced. At the same time, cities in west areas are taking their advantages to develop exhibition market by exploring tourism products. For this reason, Kunming, one of the center exhibition cities in the west, is chosen as study subject in this paper to discuss development strategy and security measures. The research of the paper is divided into two parts.The first part is a general statement of exhibition tourism. On the basis of the literary research, the concept of exhibition tourism is introduced, then followed by an introduction of the present situation, existing problems and future trends of foreign and domestic exhibition tourism. It is put forward that brand-building should be the essential part of exhibition tourism construction. Theoretical basis, element features and system structure are introduced.The second part of the paper is case study, and it is the most important part. By exploring the economic industry background, social historical background and natural geographical background, the author studies the comparative advantages of Kunming exhibition tourism development, and describes the five supporting elements of the general positioning of Kunming city exhibition tourism image and brand, brand subject and object construction, etc.The features of exhibition is pointed out at the final part, as well as how to build the brand of Kunming exhibition tourism.