Appllied Research Of Positioning Theory On Tourism Planning

The purpose of tourism destination planning is to make a forward-looking, systematic and scientific development ideas and strategies on the basis of full investigation and analysis for tourism destination. With the constant development of tourism industry, our tourism and tourism development planning are also gaining more attention. According to different contents of plan, tourism planning has different levels and types. Tourism planning depicts a blueprint for future development on medium view which given the direction of development and specific measures for tourism destination, it includes not only contents of strategies but also specific implementation methods.This article will introduce positioning to the planning of tourism destination and explore the positioning system of tourism planning, including the methods of positioning, contents of positioning and communication strategies. Positioning is a marketing theory, it gains competitive advantage by occupying a psychological position of potential tourists and disseminating positioning information.Following the system principle, this paper presents a technical line of positioning system in tourism planning, which is"Basic analysis——Positioning strategy——Design of image and products——Communication of positioning information". Basic analysis is the base of whole positioning system which includes not only the analysis of tourists market but also the analysis of consumer market. Positioning strategy is the overall layout of tourism destination which includes the direction and objectives of positioning, and has many guiding significances for the development of tourism destination. Design of image and products have to rely on the positioning strategy one hand, on the other hand, it can reflect the positioning strategy and plays a role in communication. Communication of positioning information provides the model and strategy of communication, which paves the way of communication by external publicity and internal marketing. This four interrelated aspects of positioning compose positioning system in tourism destination planning.Finally, this paper takes the Rural Tourism planning of Bala River basin that the author has been involved in as a case of study. On the base of basic analysis, this paper presents the positioning strategy, designs the corresponding slogans, tourism image and products and presents the model and strategy of communication. Empirical analysis of Rural Tourism planning of Bala River provides the theoretical support for its positioning in practice and gives operational procedures and specific methods in positioning system further description.