The Evaluation And Development Strategies Of Brand Tourism Resources In Middle China

With the arrival of brand times, the importance of the brand can't be ignored more and more. If there is no one's own brand in an enterprise, it is difficult not only to be tenable on the market, but also to survive and develop in a keen competition. Tourist industry is no exception. What's more, the branding of tourist industry requires the branding of tourist resources at first. For this reason, the article has studied the brand tourist resources of Middle China.Brand tourism resources are well-known places, which enjoy high prestige, have been tourism brand to the tourists and can influence their decision-making. And tourists have a strong desire to visit them and will have a sense of pride afterward. In addition, the influence of brand tourism resources has been widely spread. In general, brand tourism resources are the only choices for big-scale tourists and the most important choices for small-scale tourists. In fact, both the world-level and state-level tourism resources are typical brand tourism resources.The comprehensive evaluation results on the brand tourism resources of middle China indicate that Henan province is more prominent among the six provinces because its comprehensive evaluation scores are the fourth-ranked, and the absolute density and the resource base both are the second-ranked in China; Secondly, the comprehensive evaluation scores of Shanxi Province rank ninth and its absolute density ranks first in China, mainly because there are many monomeric heritage resources, but its overall attraction is backward. The third point is that Anhui province,Hunan province,Hubei province and Jiangxi province all rank middle position in China, and that their resources abundance, attraction of resources, the development conditions and the efficiency are also at the middle level. Overall, the brand tourism resources of middle China is rich and its attraction is better, but the development conditions are relatively backward and development effectiveness is not satisfactory; Government should expand infrastructure and tourism facilities investment, improve traffic conditions and the situation of tourism services. On the base of comprehensive evaluation, the branding strategy and union development strategy have been put forward in this dissertation. Branding is a process creating unique brand recognition and brand characteristic, in order to distinguish from competitors and their products and services. This process is a kind of market behavior. Its direct aim is to set up tourism brand image that can influence the decision-making of tourists, and change the behavior of tourists finally, so that more tourists come to visit them. In brief, the branding of tourism resources is to build more and higher-level tourism resources. In addition, the union development of tourism industry has already been the general trend of the times, the cooperation of middle China can reach the ideal state that the six provinces can share resources, markets, infrastructures, informations and brands each other, and can construct the middle tourist zone together that have no traffic obstacle, service obstacle and complain obstacle.