A Study Of Tourism Brand System Of E'mei Shan Martial Arts

In recent years,with development of Chinese economy, people's living standard is improving every day. People started to pay more and more attention to their own development. Tourism is widely concerned and loved as one of the ways to improve the life quality. Into this century, Chinese tourism market has a continuous and prosperity development, people's demands of tourism form constantly updated. With the vigorous development of leisure sports tourism, Special tourism gradually become the development of the tourism industry hotspot as spa tourism, climbing, ski travel etc.Wu shu, as the Chinese special sports and cultural form, people came to value its tourism development attach importance to. In the near future, martial arts tourism research will become an important constituent of our country's sports tourism research, though the studies for that at present is less.In this article, the author discussed the sports tourism development situation and development status of martial arts tourism first. Then expounded the theoretical basis of brand and construction of tourism brand system. In the main part of the article, through the investigation of the status of E'Mei Mt tourism, the author aimed at finding out of the development problems in E'Mei wushu tourism and providing reference for the E'Mei wushu tourism brand by taking compare with Shaolin Kongfu tourism and Wudang kung fu tourism. Through tourist market analysis, the article has formed the brond system which for the core value of the brand by wushu fitness,and been taked the carrier with wushu activities and wushu competitions. In this papar, Wushu tourism brand system include position system, brand recognition system, brand promotion system and brand management system, market positioning system is the key to determine the core value of the brand.At the last of the article, that for the long-term development of tourism, the integration and upgrading of E'Mei tourism industry should be gradually completed in the process of constructing brand system.