A Study On The Evaluation Of Urban Tourism Brand Building

With the development of the society,tourism industry has become one of the industries which have the strongest development trend and the largest scale in the global economy.The station of Tourism industry as well as its economic effect has gradually increased,the function of tourism industry on the city's economic development,driving force of employment,as well as the promotion of culture and environment become more and more apparent.Tourism industry is one of the pillar industries during the economic development of China,In an increasingly competitive tourism market,tourism destinations even countries are more and more inclined to adopt branding technology to build brand and realize the difference between these brands so as to make it separated from other tourism destinations. Many cities began to shape tourism brands,the operating concept:" to manage a city just like managing a brand" has been gradually recognized by city managers.There also have been many academic studies on the way to build urban tourism brands.Evaluation of urban tourism brand-building is a direct reflection of urban tourism brand operation performance.By establishing an operable and scientific evaluation index system on the construction of urban tourism brand,and by making an analysis of the associated factors on urban tourism brand building,thus we will be able to evaluate the performance of urban tourism brand construction so as to identify the key factors which impact urban tourism building.Furthermore,it helps to explore the weaknesses and strong points in the process of urban tourism building.The establishment of the Evaluation System on tourism Brand Building,the improvement which the city manager could do to offset the weak links on the Tourism brand building make this study have theoretical and practical significance.In this study,the author firstly read and summarizes the relevant literature,according to the mature brand theory;this paper makes an analysis of the connotation and characteristics of urban tourism brand,and divides the construction of the urban tourism brand into four main steps including brand positioning,brand development,brand marketing and brand management.It also identifies the contents of the four key sub-system factors,as a clue,the urban tourism brand-building evaluating system is divided into four components:brand positioning system,the constituent elements of the brand system,Evaluation of brand marketing Performance,brand management evaluation.By analyzing the main elements of different systems,it chooses specific index to assess the performance of different stage.And based on this analysis,this paper establishes the whole evaluating index system of urban tourism brand building.Meanwhile,this paper also establishes the standards of urban tourism brand building evaluating system.Finally,by using the analytic hierarchy process method as well as expert consultation,this paper applies this system into the evaluation of Dalian" romantic city "brand building,it analyzes the status quo of"romantic city" brand construction and find the main achievements and shortcomings exist in the process of "romantic city" construction,in the end of the paper,it finally puts forward corresponding countermeasures for reference.