Research On Strategy Of Image Marketing Of Tourism In Wuhan City

Marketing image of the travel destination, a new theoretical research, is the focus concerned by many scholars both at home and abroad. Chinese and foreign scholars had done a lot of in-depth research on issues such as the cognitive and mold of the travel destination for a long time and achieved fruitful results in the theory and practice area, however, research on the image marketing of travel destination is still at an exploratory stage. In order to substantiate the study of this field, as the author, I referred to a large number of related researches both at home and abroad, on the basis of which, I integrated the public management theory and the theory of marketing and marketing communications theory and other related theories, as the foundation for the empirical study. This paper presents three different patterns of image marketing of travel and three assessment methods, it provides a basis for the implements of image marketing of Wuhan city through specific analysis of the Wuhan City's tourism image and the status quo of tourism marketing. The full text includes a total of five parts.Part I: Introduction. It expatiates the background, purpose and significance of the research of image marketing of travel destination. In this part, I mainly review the progress on the research both at home and abroad in recent years, and give a brief introduction on this research ideas, objectives and methods.Part II: Theoretical analysis of the research of image marketing of travel destination. According to the characteristics of the image marketing, this part of the article puts forward public management theory, the theory of marketing, marketing communications theory and other related theory as the theoretic foundation, and elaborate the concept, content and elements of image marketing of city tourism .Part III: This part of the article put forward three different models for image marketing of travel destination: the Government-led tourism image marketing mode, the Government-participation tourism image marketing mode and the Government-assistant tourism image marketing mode, furthermore, this part gives specific analysis to each image marketing mode theory.Part IV: Practical study of image marketing evaluation of city tourism. This part of the article analyzes the status quo of the tourism image and marketing of Wuhan City, based on a survey by the tourists, the article try to make out an evaluation on the tourism image marketing of Wuhan City from three aspects : tourists' satisfaction level, the background image analysis and market feedback mechanisms.Part V: On the basis of the practical analysis of the fourth part, the fifth part of this article put forward the strategy of the tourism image marketing of Wuhan City, expected to enhance the efficiency and effectiveness of the communication of Wuhan City's image greatly.