Research On Brand Image Of Yangzhou City Tourism

21st century coming, the Internet coverage presents a sustained promotion in our country; its influence has penetrated into the daily life of ordinary people. The market characteristics of the network age promotes the new consumer behavior model——AISAS (Attention; Interest; Search; Action; Share). New model emphasizes the behavior of searching and sharing. As a service-based integrated product, the shortage of tourism products has a natural complementary with the internet. With the improvement of software and hardware security, tourism has much close relationship with internet. In the Web2.0 era, users share their experience through text, pictures, video and other web forms. Netizen gradually transformed from simple receivers into an information spreader. This change brings new opportunities for the development of urban tourism marketing. Network should play an important role in the brand construction of urban tourism.This research is based on the content that generated by tourists who have visited Yangzhou and Yangzhou tourism sector. Then use the ROSTCM6 to analyse the features of tourism image on the network and the interaction mechanism between them. After comparing with the official tourism image, find the problems of government’s tourism image on the network. Then find problems of the government’s tourism brand image based on tourism brand image designed by tourism administration、context and images from User Generated Content. Combining tourists’ demand preference with context to design Yangzhou tourism brand image.This study analyses the features of tourism image on the network and the history context. See from the advantage and disadvantage, rise that the overall characteristic of Yangzhou tourism image should be Find Traditional China In Yangzhou. To strengthen and enrich tourists’ impression of Find Traditional China In Yangzhou is a key point. The connotation of the overall characteristic of Yangzhou tourism image are Canal culture products, sightseeing and cultural products, shopping cultural products, leisure cultural products, catering culture products.Web2.0 will reduce the centrality of the network, a single organization or person will be harder to get the centrality of the network, If they want to have a greater right to exert greater influence, the best way is to mix the organizations or join in a alliance. Therefore, the government needs to build the market network system of the urban travel value in order to maximize the advantages of the existing resources. Fully exploit the value of the online travel companies and tourists. Every organization or individual join this system with the demands of their own, they will continue contributing for this system only when their demands are met. And the civil tourism brand should combine the requirements from different parts in order to keep the main points of the value network together and make a contribution of tourism brand promotion.Finally, according to the new overall image and Web2.0 network, put forward suggestion to Yangzhou tourism brand image marketing to further enhance the attractiveness of Yangzhou.