Research On The Brand-Building Of Regional Tourism

With the rapid development of tourism, tourism cooperation and competition across areas have become a tendency in China. Brand plays an important role in the competition across tourism areas. Brand competition is good for promoting the development of regional tourism, so it is imperative for tourism regions to build regional tourism brand.The article uses the theory of management, tourism, tourism economics, marketing and brand, and the research technique mainly includes: qualitative analysis and quantitative analysis, standard analysis and real diagnosis analysis and so on. On the basis of the summaries of the theory and practices of regional tourism brand both in China and foreign countries, the article discusses regional tourism brand image planning, brand positioning and brand personality building, and the "Diamond Model". Then the article analyses the roles that government plays in the brand-transmitting of regional tourism. Finally taking the Pearl River Delta for an example, the article proposes that PRD regional tourism brand should be "Charm Southward, Floweriness PRD".