Research On The Branding Of Tourism Destination

As the fact tourism industry has multipled its benefits, and thinking of its social benefits, it has been more emphasized on. Therefore, within a globally competitive marketplace, more and more Destination manages to differentiate themselves from their competitors. And in depth, the battle for tourists in destinations marketplace will be fought not over price or itinerary, but over the tourists' hearts and minds, thus they move into the realm of brand and branding. It is only recently it has been seen, in china, several serious attempts at formal Destination Branding. Some theories has been borrowed and adapted from the basic brand field. Obviously, it is inadequate. A lot of people in tourism industry are still puzzled with a lot of theory in brand and branding. And some behavior lack of foresight and some misunderstanding on branding on tourism destination is pointed out seriously. This paper has attempted to provide an understanding of the fundamental theoretical concepts of generic branding and what has been done to apply these concept to tourism destination marketing. This paper further points out in order to be survive and succeed over international mature destinations, what is needed and necessary now, is the development of a practical framework on tourism destination brand strategy. By research on many cases ,both international ones and those the writer involved in, a new and comparatively integrity framework Destination Branding Mode is initiated in this paper. Finally, to ensure on carrying out the brand strategy, China Tourism Association (CTA) and it's local embranchments should take on the marketing and branding of tourism destination Furthermore.the National and Local Tourism Orgnizations should encourage all tourism groups and people to give good advise on the development of tourism industry including branding.