A Research On Regional Tourism Brand Image Management Based On Regional Context

With the popularization of tourism , the rise of regional tourism mode and the conspicuous of the regional tourism industry , and the aggravation of the tourism , the management of regional tourism brand image has become the most importance aspect of the regional tourism development and regional economy development. And so , a reach on the standard program and management mode has magnificent on the practice of the regional tourism brand image planning and designing in China .The concept of regional tourism brand image is the transcendency of the traditional concept of brand , which emphasize the quality of the product or service . The concept of regional tourism brand image is the combine of regional tourism image planning and regional tourism brand establishment . Regional tourism brand image is the roll booster of the development of the regional tourism industry , and it plays an important role in the behavior of tourism consumer , regional tourism marketer and regional society .The management of regional tourism brand image has its own character , which shed the light on the importance of the research on regional individualities . Regional context is the highly summarizing of the regional natural individualities , the regional Historical humanity individualities and the accumulated social psychology , and it brightly shows the character of the regional tourism . Planning and designing regional tourism brand image based on regional context has rationality on multi-disciplines and possibility on practices.Planning and designing regional tourism brand image based on regional context should comply basal design procedure , design model and design principle , and penetrate the idea of regional context into the aspect of the brand image : MI, BI and VI . communicating regional tourism brand image based on regional context should comply the concept of integrated marketing communication , and select suitable medium and channel based on the different subject and objects .Regional tourism brand image has the character of public goods , which demands us to maintain regional tourism brand image with the concept of public management. The maintenance of regional tourism brand image is a system , which includes three main aspect : government regulation , firm self-discipline and regional public participation.