Research On Brand Marketing In Tourist Destination

With the rapid development of national tourism, located governments give much support to tourism, regarded it as support and important industry. Tourist destination's building and running become one of the most important missions, which will result in the increase of the located economy. Brand marketing in tourist destination, as developing strategy, supply a practicable way to market runningHowever, Chinese tourist destination marketing retains at the promoting mode leaded by government. There was some tourist enterprises even included private scenic spots that they contribute to destination marketing independently, but the branding operation system still be unfinished. But now, there is a good phenomenon that destinations pay more attention to create brand and approach to brand establishment .The essences of this article focus on systemic research on the establishment, management and Maintenance of brand in tourist destination.This text research on this topic closely, having the summary of definition, function and present situation of tourist destination brand. Afterward this paper evaluated the establishment of tourist destination brand, involving brand positing , establishment of the key value of brand and brand designing, and so on. In perspective of marketing propagation, this text focused on the structure of the brand propagation system of tourist destination, discussing the ways, measures and media of propagation and building up a clearly propagation network on tourist destination brand. At the chapter five, this paper approach to the management of tourist destination brand. Introducing the lifecycle thesis, this text research on the variation laws. Furthermore, discussing the conditions and influencing elements of brand extension . Finally, view form crisis management, legal protection and network application, this thesis discusses the brand maintenance of tourist destination.