Research On Brand System Model Of Tourism Destination

Along with traveling popularity, region traveling pattern and tourism starting as well as the arrival of tourism global competition time, the competition for tourists in tourism destinations not only extends from the domestic promotion to the entire international market in breadth, but also already fast advances to the tourism destination brand competition from the competition of the tourist resources and the tourist route product in depth. The importance of tourism destination brand highlights day by day in the traveling development and even the destination development.The article has induced the related numerous and disorderly concepts of brand both at home and abroad, and summarized the present domestic researching situation of the tourism destination brand in recent years. More ever it introduces this conceptual system of brand completely to the practical work in Chinese tourism management, and eventually builds the system model of tourism destination branding.This article altogether is divided 8 chapters to carry on the elaboration. First chapter proposes the research technique, the basic frame and the technical route. Second chapter summarizes the related research of tourism destination brand both at home and abroad. Third chapter has elaborated the connotation of the brand and the tourism destination brand, and proposes the system model of tourism destination branding. Based on the theoretical analysis of brand tourist resources and the distribution of tourist market, fourth chapter taking Longmen Grottoes as the example, elaborates the tourism brand location of Longmen. On the basis of analyzing the brand image, fifth chapter discusses Longmen's brand image and raises the concrete design of Longmen's BIS. Sixth chapter discusses the brand promoted operation way , including network promotion, advertisement promotion and public relations promotion. Futher more it carries on the pointed elaboration, combining the situation of Longmen Grottoes. Seventh chapter briefly analyses the brand management, mainly including four aspects: the brand protection, the brand extended, the brand crisis management and the brand servicing management. The eighth chapter points out the main point and the shortcoming of this article, and proposes the direction of the following research.Through the research, it can draw following several conclusions:(1) Through the building of the tourism destination brand system model, it can be helpful to the tourism destination to search own brand construction omission link.(2) Building the traveling destination brand mainly includes brand location, brand image, brand promotion operation, and brand supervisory control.(3) The brand system model of tourism destination basically has covered each aspect of traveling construction. Through the concrete model, it obtains the appraisal procedure of the destination resource, the way of tourism product transformation, the design of brand image system of the tourism destination, and the promotion method. It also can be used in one hand in the building of the destination tourism system.The article unifing the maturer brand theory, proposes one whole integrated plans, covering brand location, image construction, promoted operation and management of the tourism destination. It also points out that the development of the tourism destination brand is based on the above four steps, which close related, repeating in cycles and developing unceasingly again and again.This article innovation place has following two points:It attempts to establish the brand system model of tourism destination, and further discusses the concrete building method which involves to the model; With the aid of the Longmen Grottoes, it introduces the brand system model, and aims at the Longmen Grottoes, it has carried on some elaboration.