The Study Of The Effectiveness Of Brand Communication In Tourism Destination

Tourism destination is the place that could attract tourists to leave their permanent residence for short stay to visit some attractions or go on leisure or business holiday. On the one hand, tourism product is the key point that affects tourists' decision, on the other hand, tourist operators could sell their products and get the related earnings only if attract tourists to the destination. But how could attract tourists to the destination? The most important thing is to allow tourists access to tourist destinations the relevant information, making it could stimulate tourists' brain and affect their decision. So during the whole process, brand communication becomes one of the most important things except the product and service. Effective brand communication could stimulate the audiences' sense, affect their perception, and even change their attitude and behavior. Therefore, in order to make better use of cost and improve the efficiency of brand communication, it is more and more necessary to assess the efficiency of communication. From the point of consumer processing the information, the essay divides the brand communication into four procedures:brand reach, brand recognition and memory, attitude change, behavior change. The analysis depends on the collection of related questionnaire.The paper contains five chapters. The first chapter is the preface, which introduces the research problem, analysis method and the significance of the whole paper. Besides, it also collects the related domestic and foreign theories that are the foundation for others. The second chapter focuses the factors that affect the effectiveness of brand communication of tourism destination. It analyzes every part of the communication process, including communicators, audiences, contents and main channels. According to the communication principles and the features of Wuzhen, it selects part of the factors to design questionnaire. The third chapter is the most important part in the whole paper. It collects the information of the brand communication of Wuzhen, and analyzes the effectiveness of it brand communication in four main process:brand reach, cognition and memory, attitude change and behavior change. Then it is compared with the other two similar tourism destinations:Zhouzhuang and Xitang, analyzing their communication effectiveness. The fourth chapter is based on the third chapter, using the brand life cycle and integrated marketing communication theories to give some suggestions to the tourism destinations which are in their different life period. The last part is used to propose forward-looking views, and admit the shortcomings in the questionnaire design and the paper structure.