The Hot Spring Tourism Destination: Brand Construction And Factors Influencing Its Construction

Constructing "the Hot Springs Metropolis" in Chongqing is of strategic significance to develop hot spring. There is similar places between the hot spring development of Chongqing and world, but also unique in the Chongqing. World hot spring passes through the primitive sacred time, passes when convalesces is prosperous, growth and decline of spa, to integrate tourist destination. China hot spring passes when convalesces is prosperous, to holiday resorts, and currently, trend "the Hot Springs Metropolis" brand building.Chongqing hot spring belongs to the world-class tourist resources. Chongqing's hot spring quantity is rich, the hot spring water quality is extremely good, the trace element content to be high. And Chongqing's hot spring culture is more importantly well-established, has the unique folk culture, and the hot spring area has beautiful combination scenery. In opposite to "the Fog City", "the Stove City", "the Mountain City" and "the Alternate Capital", "the Hot Springs Metropolis" relatively is fresh. On the one hand, due to the hot spring to other parts of China more influence. On the other hand is due to "the Fog City", "the Stoves City", "the Mountain City" and " the Alternate Capital", their influence attracted people's attention, Chongqing hot spring steps back to hide under the other factors halo. Hot spring has not been as Chongqing representative's resource. "Raised in boudoir that unknown for people". Therefore makes the Chongqing fourth name card "the Hot Spring Metropolis" imperative.No much experience in brand building can be found. Through the Chongqing hot spring SWOTC analysis, obtain the important factors of construction. Brand positioning system demonstrates the various side of brand. Based on the analysis of the famous hot spring and draw brand management business of tourist destination, analyses the relationship among the main factors. Various factors support "the Hot Springs Metropolis " brand, "the Hot Springs Metropolis" can also shapes the economic, cultural and political destiny.