Research On Brand-building Of Tourism Destination

With the flourishing development of tourism industry, the competition of the tourism industry changed form product into brand. Tourist destination brand building is the strategic planning behavior of having an organic integration and system design of the brand elements of a tourist destination. Tourist destination brand building has an important facilitating role in the integration of tourism destinations landscape, historical and cultural tourism resources, and the formation of differentiated competitive advantage.Tourism destination brand's overall positioning and planning, including tourism destination brand's overall positioning, brand identity systems design, communication system construction, operation and management, as well as the role played by government regulation and control and so on. Among them, a tourist destination brand positioning should adhere to the principles of the resource base, the regional background, competitive advantage, build system, and in accordance with the principle of identifying the needs or interests of visitors to form a tourist-based demand system for differentiated tourism products and shape the tourism destination brand's core values and brand image, brand value and image to deliver on the design steps to be conducted; tourist destination brand identity system is composed of a tourist destination brand name, destination, travel destination brand identity design and brand identity language composition; tourist destination brand communication, including the two aspects: how to design a tourist destination brand communication channels and media for the brand of scientific selection and combinatorial optimization; the operation and management of tourist destination brand are primarily embodied in the brand's life cycle, brand extension and so on. Through tourism destination brand positioning and planning, we ultimately enhance the brand image and tourist destination loyalty and promote regional economic development.The brand-building of tourism destination of Xuyi city of Jiangsu province must uphold the cultural heritage and eco-tourism in the overall positioning mode and development" lobster resource-based leisure travel" cultural orientation; through the festival tourism brand of "Chinese Lobster Festival", we can drive the related travel brand development and extension; through a systematic brand communications strategy and thoughtful service, we can enhance the visitor's brand reputation and loyalty; moreover, playing the government's macro-control role in strengthening all the ancillary building of Xuyi tourist destination, we will provide the support for building the tourist destination brand. The brand- building of tourist destination will form a new urban growth pole radiating around.