Urban Tourist Destination Idol Brand Communication Research

So far, though many scholars have studied the topic of urban tourism destination brand communication, no one has made it a theory system. The scholars always applied the theory of brand communication to the area of urban tourism destination brand communication, whether in the survey methodology of potential target tourists of urban tourism destination brand communication or the research of urban tourism destination brand communication strategy.In the past, the research of urban tourism destination brand communication didn't give sufficient attention to the use of Internet. With the development of technology, for marketers, the Internet now can serve as a new way to improve the efficiency and effectiveness of people communicate. As the customers have the motivation to interact with each other, the people on the Internet will produce a number of mutual influence, marketers should also be naturally thought of how to effectively use this interaction between people. With the popularization of network technology, the interaction of consumers on the Internet will be more and more. This paper puts forward a series of views of applying the medium of Internet to urban tourism destination brand communication based on a number of related theories of the brand communication studies and tourism studies and applies it to the urban tourism brand communication of Kunming, Dali, Lijiang in Yunnan province.In the case studies of brand communication of Kunming, Dali, Lijiang, this paper investigates the travel blogs published by inbound tourists about the travel to the three cities, refines and analyzes the tourism resources of the three cities which the inbound tourists focus on and classifies the inbound tourists to identify the urban tourism resources which different market segments of tourists are interested in. Then we can make a targeted urban tourism destination brand communication strategies, and select an object for each of the three cities in accordance with the information of the blogs to materialize the three city's idol brands.In the strategy of urban tourism destination brand communication, this paper emphasizes the using of medium of Internet and throws out some suggestions about the urban tourism brand communication of the three cities.