Study On System Building Of Regional Urban Tourist Brands Based On Niche Theory

According to the rapid development of domestic tourism and the Intensive competition in the regional tourist cooperation has become more competitive in order to maintain the sustainable development of the tourism destination and improve the attractiveness of regional tourist resources to resist risks. In the past, regional tourist cooperation focused on internal resource allocation and ignored the external resources. And then they build the comprehensive and independent tourist industry, which has result to block the Integration of the regional tourism. And hinder the establishment of tourist cooperation system. Based on the current independent development of urban tourist and the strong exclusive characteristics of the urban tourism, it is difficult to promote and implement the Integration of the regional tourism. The tourist cooperation based on each city's tourist brand is the most direct and convenient way to integration. And these strategies also can the primary test for building a mechanism for the regional tourist cooperation. Therefore, the research of the tourist cooperation based on each city's tourist brand become the hot topic and is widely used throughout the development of regional tourism.Mostly the current study of regional tourist brands use qualitative analysis, the cooperative system based on historical experience and judgments on the basis of periodic market performance, and lacks the analysis of the internal structure of the brand. The Limitations of the study significantly reduced the scientific and universality of. Meanwhile, in large part such a study would cover the evolution of the traditional tourist brand and weaken the advantage of new tourist brand. Based on the above understanding, the paper introduce niche theory to the tourist cooperation based on each city's tourist and use the mathematical methods,it will focus on regional tourist brand of ecosystems within the system, clear the system status of the tourist brand and analysis the competition environment for each brand. It should to be used to build a mechanism for the regional tourist cooperation with the clear hierarchy; furthermore it will define the development trend and competitive range for each brand.This paper analyzes the status of tourist brand development as well as the competition among them; cooperation mechanism also will further clarify the development strategy choice for each brand. Competition theory of the city, niche theory, industrial cluster theory and the theory of regional branding will be a theoretical basis to this research. Firstly, it would build a model to determine the degree of niche overlap, niche strength of each brand. And then analysis the strengths and weaknesses of tourist brands to achieve the competitive abilities based on three dimensions:brand support dimension, brand maintenance dimension, brand achievement dimension. It is research method:firstly, it will build the index system for brand measuring the niche strength of the each brand; secondly, it will measure the ecological overlap between the brands and the each niche strength, get a clear cognition of a single tourist brand's competitiveness with its major competitors. Meanwhile, cognize the core brand committed to be the "key species", and rebuild a structured system of regional tourist brands. This paper further describes the "generalization" and "specialization" competition strategy, the "expansion" and "strengthening" competition strategy and the harmonious coexistence competition strategy, and elaborates how to choose the various strategies. This paper selected the brands of the cities in "the Jinan capital metropolitan area "including Jining city to test the applicability of the model and explore a new system of metropolitan tourist brands. Furthermore, according to brand in the system and the competition condition in the area, it would propose the development strategy of the tourist brand.