Study On Construction Of Tourist Destination Brand Of Longmen Mountain In Chengdu Area

This thesis focuses on the research of the tourist destination brand, to seek the proach to Construction of Tourist Destination Brand. Summarized the previous studies, and takes the Longmen Mountain in Chengdu Area as a case study,the author make a great effert to resolve the problems about the construction of tourist destination brand of Longmen Mountain in Chengdu Area, based on the general theories of the tourist destination brand.Finding out the present development and questions existed in Longmen Mountain in Chengdu Area's tourist brand,the paper deeply studies on the measures of setting up the brand"Longmen Mountain and Panda Home"of Longmen Mountain in Chengdu Area. The thesis consists of 6 parts.The preface gives an introduction to the background and significance of this research, takes a view of the present research of tourist destination brand both home and abroad, and Post-disaster experience in tourism development. Finally, the research way of this paper is put forward.The second part is about the basic theories of the tourist destination brand. Firstly,the author differentiates and analyzes the relevant concepts of tourist destination brand, then summaries the content of tourist destination brand and its features and puts forward the main consisted factors of tourist destination brand,finally, the core value of the tourist destination brand is studied in the part.The parts from three to five are the key contents, including the construction and the expansion of the brand"Longmen Mountain and Panda Home"of Longmen Mountain in Chengdu Area.The third part firstly introduces the Longmen Mountain in Chengdu Area generally, evaluates the tourism resources before the earthquake,then overview the damage to the tourism of Longmen Mountain in Chengdu Area in the earthquake, Finally, the author illustrate the impact to the tourism by earthquake. The fourth part analyzes the present condition and problems of the brand construction of"Longmen Mountain and Panda Home", points out the advantages and disadvantages of the construction by earthquake, puts forward the principle of building this brand. In the end, the author researches the measure of setting up the brand"Longmen Mountain and Panda Home"of Longmen Mountain in Chengdu Area.At the factors of the brand expansion, based on the analysis of the customer ,the thesis carries on the position of the target market, puts forward the marketing strategy of the brand"Longmen Mountain and Panda Home"of Longmen Mountain in Chengdu Area.The last part concludes the main points of brand building of tourist destination that explored above, and also puts forward the issues needs a further research.