A Study On Tourism Landmark System Based On City Marketing

With continuous deepening of globalization, the increasingly fierce competition between cities is focusing on seizing human resources, technology, capital and so on. In face of the complex international competition, city marketing has become an important strategic tool in promoting all-round development and enhancement of city competitiveness. Therefore, many cities regard it as a guideline principle in city image propagating, and conduct a series of marketing activities.The primary task of city marketing is urban image modeling. As bearings of urban tourism image, tourism landmarks not only express customs and etiquettes of the city vividly, but also unfold inherent characteristics of the city authentically. At the same time, tourism landmarks are also brand products which tourist enterprises could focus on during their product designing, as well as main highlights during their product marketing. In context of city marketing, this paper takes tourism landmark as a starting point and explores it in theory and practice, which will make profound and far-reaching significance in urban tourism development, urban image building, and marketing strategy making for tourist enterprises.Based on the reviews of relevant studies on city marketing and tourism landmark domestic and overseas, this paper defines the meaning of urban tourism landmark, describes its features, and divides it by attribute, attraction, quantity as well as developmental pattern. Then it also probes into the conception and composition of urban tourism landmark system. In order to deeply explain the role tourism landmark is playing in city marketing, this article inducts and summarizes 10 affecting factors, that is, resource value, brand value, space value, government, resident, tourist, enterprise, public strength, infrastructure, and surrounding environment, in retrospect to the activities of urban tourism landmark selection at home and abroad. By using focus group, Delphi method, AHP and so on, this paper finally establishes an evaluation system on urban tourism landmark, so as to achieve a perfect combination of virtual image and concrete landmark, and to get an all-win situation during city marketing.Finally, this paper takes Suzhou as an example. By comprehensively analyzing 60 candidate landmarks through the former evaluation system, it brings forward a tourism landmark system of"Big Suzhou". The result offers a basic understanding for further prolongation and extension of tourism image,"Paradise Suzhou, Oriental Water City", and also provides an important basis for building urban tourism product system with specific features and perfect structure, so as to achieve district tourism resources complementary to each other. It is propitious to mobilize each place developing tourism, so to achieve overall development and propulsion of tourism; it is also beneficial to actualize overall tourism propaganda and promotion, to improve urban tourism image, to construct Suzhou as a more competitive high-quality tourism destination consequently.