Study On The Tourism Image Marketing Of Kaifeng City

It is not until World War II when the scholars in the world have begun their further study on the research of the images of tourist destination. Though they had made a big progress, their researches were always focused on the aspects of the orientation, programming and design. According to their literatures and the research cases, we find that pay poor attention on the tourist destination marketing. Nowadays, as the tourism are growing rapidly as well as the Identity Strategy are applied widely, the images of tourist destination have become the hot topic of all the scholars round the world, which are highlighted on the methods and the rating and feedback. But they still don't think highly of the dynamic management of the tourist destination, which will not only have a bad impact on the its development, but also the theory expansion of the images of tourist destination.Hereby, based on several reviews of the world's advantaged theories and experience and the survey of tourists in Kaifeng about the images and the marketing strategy, I sincerely forward my theories of images marketing strategy by the follows:Part One: Introduction. Telling about the background, intention, signification, methods of the research as well as the key point and the new idea in this article.Part Two: Summarize of researches inside and outside China. Based on their research and theory of the tourist destination marketing, I make a conclusion of some concepts and put up a synthesized analyse and commentary on it.Part Three: The theory base of the images of tourist destination. Taking some related theories including public administration, integrated marketing communications and stakeholders as the basement theory of this article.Part Four: The survey of Kaifeng's tourism image and marketing. Finding the marketing problems via this survey and take these as an example of fixing the marketing strategy of Kaifeng Tourism.Part Five: Making a choice of the orientation of Kaifeng tourism and its marketing. Specialize the related theories of the orientation of tourist destination. Hereon, analysing Kaifeng's tourist resource, location and visitor's feelings, partially updated its oriented image. In the mean time, analysing the 3 modes of image marketing, and select the one that suited Kaifeng very much: Government Supported Marketing Mode.Part Six: The strategy of Kaifeng tourist image marketing. Aimming at Kaifeng's actuality and design a development strategy of tourist image marketing of Kaifeng Mode.Part Seven: Conclusion and prospect. Making a conclusion of the whole article and point out the disadvantage as well as the prospective research.I hope this article can benefit you guys and settle a good reference to improve the performance of Kaifeng's image of tourist destination marketing.