Integrated Marketing Communication To Build Brand Theory-based Tourism Destination

With the competition among tourism destination becoming more and more drastic, marketing has become an important approach for destinations to gain competitive advantage. As a major element of tourism destination marketing, marketing communication is faced with the situation of low efficiency and worsening environment. So it is quietly significant to explore the rule of marketing communication adapting to current environment for tourism destination in order to win in the competitions and enhance their competitiveness.On the basis of analyzing systematically the current marketing communication, this dissertation introduces the theory of integrated marketing communications and explores the conception integrated marketing communications. Based on tourism destination brand theory, the researcher constructs the model of tourism destination integrated marketing communications adapting to current environment of tourism market competition and marketing communication. The main purpose is to provide a new way of thinking for people to have a thorough understanding of tourism destination integrated marketing communications.Firstly, aiming at the misunderstanding of existing views and the lack of basic definition, the researcher clarifies the concept of integrated marketing communications based on a systematical and thorough literature review. On the basis of the conception of integrated marketing communications, with considering the characteristics of tourism destination marketing communication, the researcher clearly defines the concept of tourism destination integrated marketing communications in order to provide a conceptual support for subsequent researches in this field.Secondly, aiming at the problems existing in current model of tourism destination marketing communication, the researcher constructs a model of tourism destination integrated marketing communications based on destination branding strategy, which is supported by tourism destination integrated marketing communications and tourism destination brand theory. The mission of the model is to interpret the allocating way of tourism destination marketing communication resources from a new perspective and explain the operating process of tourism destination integrated marketing communications.Finally, taking Tianjin as an example, the researcher makes a case study on the model of tourism destination integrated marketing communications. With considering the main obstacles faced by Tianjin in the process of implementing integrated marketing communications successfully, the researcher puts forward several corresponding suggestions.