| Tourism is not only the largest industry in the world, but also in the flourishing period of Sunrise industry, which plays an important role to cultivate new advantages and seize the commanding height for development in the underdeveloped areas with rich tourism resources. At the present, with the intense competition of tourism market and the serious product tourism homogeneity, we must establish brand awareness, promote the brand strategy, and strive to create unique local characteristics of tourism brand in order to survive and develop from the fierce competition.Tourism brand has two meanings, one is the inherent differences between the mark and the embodiment of tourism products, the other is the relationship between the perception and understanding for customer of tourism products. It determines two aspects in establishing the tourism brand, one is the characteristics of the product itself, the other is the understanding and acceptance of the product characteristics to customer.In this paper, we choose "The first hometown of Jialing River" tourism district in Pengan county of Sichuan Province as an example, from the local tourism brand building theory and the practice of "The first hometown of Jialing River" tourist area in Pengan county two aspects, comprehensively using the research methods of literature data, expert interview, on-the-spot investigation, and other research methods, which absorbs the brand, tourism brand and tourism brand building theory and practice experience of many domestic and foreign experts and scholars. We clearly put forward create the primary coverage of local tourism brand building, namely the three positioning principle of building the local tourism brand:the uniqueness and difference principle, culture and creativity principle, the people and the experience principle; the three basic requirements of building local tourism brand:the integration of resources, the all-round building of total factor supporting facilities, the construction of sustainable profit model; the three path of the local characteristics tourism brand building:creating a unique propaganda slogan and symbol system, developing a creative recreation and tourism products, carrying out various forms of the brand promotion and marketing. The article tries to use the construct theory and tourism planning for tourism brand to seek the ideas and methods of the local characteristics tourism brand building, and strive to improve the practicing value between theories to practice.At the same time, the article verifies the resource basic and the core competitive of "The first hometown of Jialing River" tourist area, Research on the tourism brand construction achievements and existing problems, and puts forward some targeted suggestions-Further more, these achievements enrich and confirm the research theory, deepen and improve the research results.The theoretical exploration and case study of the article have a reference value of the local characteristics tourism brand in our country. It enriches the theoretical research,and the practical significance of the local tourism brand in China, which has a certain reference value. |
