Analysis To The Leading Role Of Branding Tourism Images Played By The Government Of Tourist Destinations

With the rapid development of tourism in our country, the competition among the tourist destinations is becoming hotter and hotter, and the tourism products in different destinations are quite similar so that they are not able to get a larger market because of the lack of branding tourism image. This paper tries to explain the role played by the government of tourist destinations in branding a tourism image on the basis of the public marketing theory, communication theory, public management theory and practical activities. It has got a conclusion that in order to improve the competition power, tourist destinations have to brand a tourism image. And in the course of branding its tourism image, the government should play a leading role in branding the tourism products and communicating the tourism image. In the meantime, the paper gives an introduction of the facts that Hunan's governments of various levels are branding destination images, and tells the ways to help them carry the aims.