Study Of Tourism Destination Brand Building

Faced up with the fierce global competition of brand in the 21^st century, many tourism destinations have realized the fact and have shifted their focus onto destination branding from original development of tourist product and tourist resources. This paper overviews the international background of tourism market differentiation and tries to conclude related theories in basic brand field both at abroad and at home in order to pave the way for further study.This paper points out that, in order to extend destination image to the full extent and to enhance brand performance, tourism destinations are supposed to stimulate consumers' desire, thus ensuring the ever-going tourism destination development. Three main parts are discussed in this paper: brand positioning, brand development and communication, brand loyalty and crisis management. An understanding of the fundamental concepts is provided combined with research and case study on Western Australia, which is intended to apply some feasible and successful practical experience to branding construction of tourism destination in China.