Research On The Regional Tourism Destination Brand Evaluation And Promotion Strategy

It is a common idea that tourism has been the largest industry in the world, thepace of development is more and more rapidly, the scale is also larger, and so is theposition; It plays a important role of stimulating the local economy, improving socialemployment, carrying forward the traditional culture and protecting ecologicalenvironment. However, industry competition has been worse; from relying on tourismresources to tourism product, and then the tourism brand. Therefore, how to build thetourism branding naturally became the center of tourism management and the hot issueof tourism academic research.Regional tourism is a kind of tourism form, Regional tourism destination is definedfrom geographic view; building regional tourism brand is vital to the development ofregional tourism destination. From management view, Brand evaluation is an importantpart of brand management. However, In our daily work, we take most energy on brandmarketing, neglecting brand evaluation，this paper focus on tourism brand evaluation,according to the way:“questions—Theoretical analysis—building index—EmpiricalAnalysis—Suggestions”. It made of six parts:Firstly: Introduction. Talking about the research background, purpose andsignificance of research methods, related literature review and analysis.Secondly, the basic theory about the evaluation of the regional tourism destinationbrand. Based on brand theory, indenting the concept of this paper. Explainingexpectation theory、brand relationship theory, And then formed the tourism brandbuilding system, which is made of brand position, brand building, brand marketing andbrand management.Thirdly, Construction of regional tourism destination brand building evaluationsystem. Based on literature analysis and theoretical studies, according to the opinion ofexpert. Determine the factors which infect the evaluation of tourism destination brand.And improve the factors though analysis of membership. Besides, the government andTourism Company always recognized as the main body of tourism brand building. Sowhen we choice the index, we have to consider this point.Fourthly, Empirical Analysis about “the unique landscape of Jiangxi “destinationbrand evaluation. Comprehensive description of the current situation about Jiangxitourism brand building, and then according to the evaluation model, Designing rationalquestionnaire, payment, and then recovery data for processing, an last,get the result of brand building.Fifthly, focus on how to improve tourism brand building of Jiangxi, Discuss thedevelopment status, and find the problems, and then give the proposals.Finally, The study concluded and outlook. The full text review summarizes theresults of research and innovation of the point, and point out the lack of research,forward to make some suggestions for next travel brand evaluation study.