Study On Brand Building Of Daxiangxi Tourism From The Perspective Of Industrial Convergence

Industrial integration phenomenon first appeared in the field of information and communication, but in recent years, with economic and social development, more and more industries beginning to break the boundaries, then realized convergence development. Minority areas have lots of cultural resources, due to the advantage of geography culture and the need of economic development, the implementation of national cultural industry and tourism industry convergence development of minority regions had become a strategic choice. As the national cultural tourism industry quickly emerged, the building of cultural tourism brand has become the most important means to facilitate the new industry development.Daxiangxi located in the northwestern of Hunan province, including the regions of Zhangjiajie, Xiangxi, Huaihua etc. it's a multi-ethnic communities area and has distinctive characteristics. Both of the national cultural industry and tourism industry in this area take the national song and dance, manners, festivals, clothing and food as the core elements, have the realistic basis and trend of convergence development. In addition, as to the competition of tourism industry, Daxiangxi should rely on the convergence development trend of national cultural industry and tourism industry, building some special cultural tourism brands to underline the advantage of tourism industry development in this area. Therefore, this paper take Daxiangxi as the study object, research into the problem of tourism brand construction from the perspective of industrial convergence. The research clue is: Firstly, this paper discusses the background, significance of the subject, external and internal literature review, concept definition, theoretical basis, technology route, research method and possible innovation points. Secondly, illustrate the convergence development problem of national cultural industry and tourism industry from the perspective of theory and practice. Thirdly, analysis the present situation of tourism brand construction in Daxiangxi area. Including tourism brand value assessment, the main problems,advantages and disadvantages of tourism brand construction etc. Fourthly, build tourism brand development model from the perspective of industrial convergence, then choose Dehang spot of Daxiangxi as an example, analysis the application of this model in tourism brand construction. Lastly, propose some strategies and countermeasures of Daxiangxi tourism brand construction from the perspective of industrial convergence development. Including strategic objectives,three main strategies and specific countermeasures of tourism brand building.The innovation of this paper mainly embodied in research perspective and research content, the main conclusion is that national cultural industry and tourism industry of Daxiangxi has the realistic basis and conditions for convergence development. Constructing Daxiangxi tourism brand from the perspective of industrial convergence development, can enhance tourism brand characteristics and promote tourism industry's competitiveness of this area.