The Research Of The Utility Of Tourism Destination Brand

With the sustained and rapid development of tourism and the economic globalization, increasingly competitive among the tourism destination in the world, tourism destination marketing through the tourist image, tourism promotion slogan, and now is into the era of tourism destinations. Tourism destination brand building has become an inevitable trend. China as one of the world superpower tourism resources country, has the world's largest domestic tourism market, and will be the world's largest destination in 2020. There is a wave of tourism destination brand building in the destinations competing for customer market battle in China, such as Yunnan, the "Colorful Yunnan", Shandong, "Hospitality Shandong ", Guizhou, "Colorful Guizhou", Dalian "Romantic City" and so on. The destination brand is refined and short, but it made the regions and cities lively gives the tourists a deep images. The destination brand has high visibility, high-quality Identity, strong brand associations and loyalty. The tourism destination brand is attracted more attention by tourism sectors.It is about for over 20 years history in studied the tourism destination brand, but the concept of tourism destination brand has not yet reached a consensus and it needs to be further research. The awareness of the tourism destination brand is gradually in-depth, but not comprehensive. It is not related to tourism area life cycle in the construction of tourism destination brand. The situation of theory behinded the practice has not been reversed. It needs a comprehensive, in-depth and specific guidance to the tourism destination brand building. Next, the current research on destinations is limited to the study of content and rules of the brand. It is lack of the effect of tourism destination brand, the objective evidence and data support. Finally, whether academic or the practice of brand building, domestic and foreign scholars are lack of the reasons of the destination brand to make an impact. Through the analysis of different the reasons to be effective, at the end to find the general rules of brand building.For these problems, the paper based on the tourism area life cycle theory and the Logistic curve model, according to tourist quantity before the establishment of the brand as the basis data, simulates tourist destination life cycle. The difference between the actual and the simulated is the effectiveness of tourism destination brand. As Guizhou "Colorful Guizhou" for exsample, author analysis of the brand utility, and to explore the "Colorful Guizhou" brand utility causes.The"Colorful Guizhou"destination brand utility analysis, including the six: the differences between the real and the simulation tourists, economic effects of tourism, tourism market, tourism employment, tourist spending constitutes, tourism industry.The Analysis of the effectiveness of "Colorful Guizhou", is mainly through tourism development strategy, tourism industry, tourism industry safeguards the three aspects.By "Colorful Guizhou"and"Colorful Yunnan"destination brand horizontal comparative analysis, author on the one hand, found the different utility of two tourism destination brand and the difference, through analysis of the tourism area life cycle, the times background, the basis of the tourism industry, tourism development measures the four aspects, on the other hand,found the the different manifestations of the brand utility, by analysis of Tourism benefits, the tourism market, tourism employment.By the utility study of tourism destination brand, author on the one hand, draw on the tourism destination brand's role in promoting economic development, supported by tourists over the years data, and through destination brand utility curve directly reflect the utility of tourism destination brand. On the other hand , by analysis of the specific reasons of Guizhou tourism destination brand to make an impact: Guizhou Province's tourism development through the implementation of positive strategies, to develop tourism industry, to actively create development of the tourism industry safeguards, greatly promoted the establishment of tourism destination brand. In addition, though the Yunnan, Guizhou tourism destination brand horizontal comparison ,from the difference of the tourism area life cycle, the times background, the basis of the tourism industry, tourism development measures when the tourism destination brand establishment in the two provinces, draws the different utility of the two t tourism destination brand. And specificly analyzed the tourism benefits, the tourism market, tourism employment. The paper through the studying, sought to identify the characteristics of tourism destination brand, and tourist destination brand construction, marketing and management principles necessary to the development of tourism destination brand for the establishment of general rules, as a tourist destination brand established to provide guidance. Concluded that the construction of tourism destination brand general rules:①The tourist destination brand construction especially the economic development of backward areas of the construction of tourism destination brand, it should be taken to mobilize various factors actively participate in development strategy.②Tourism destination brand construction should be based on life stage in which the tourist to take a different development strategy.③Tourist infrastructure , tourism industry and tourism destination brand are mutually promote and constraints.