The Analysis About Urban Brand Image And Communication Of Regional Tourism

Since entering the new century, most audience’s cultural level and horizon is becoming more and more open,which results in consumer services increasingly personalizing and branding. Tourism as a special industry is no exception, the innovation and personalization of the tourism experience is increasingly respected by the common people. With the development and exploitation of various resources in tourism destination, regional tourism is gradually positioning the tourism theme, which is well known and popularized by the consumer audience.So tourism brand emerges because of the times’demand. As the intangible assets of the tourism industry, brand assets play a major role. Image building and communicating of the city regional tourism brand can not only promote the growth of regional tourism economy,but also plays an important role in promoting the construction of the whole city brand.The paper takes Jinyuan District in Taiyuan City as an example and grasp the regional history characteristics, combining with the documents related to regional construction, choosing the inner relationship between the city brand and the regional tourism brand as the foundation, through locating it to mould the overall tourism brand image and make analysis or exposition to the spread factors and strategies. Tourism image can make regional tourism to be acknowledged and loved by the audience. So we can build and develop related tourism industry in order to promote the development of the overall region and deepen foreign exchange opportunities of the whole city, which will enhance the city’s overall brand image. Jinyuan district of Taiyuan city is neither a well-known place of interest, nor an economic flourishing city. It has its own history and culture context, potential but less famous. In addition, tourism development in Jinyuan area cannot satisfy the rich tourism resources, and the area is seriously lack of tourism brand image system, and its tourism image communication also has many barriers, which all make the research on regional tourism brand image of Jinyuan District imminent.