The Develop Research Of Hunan Tourism Brand

With the rapid development of the tourist industry in China, the tourist marketbecomes more competitive, so the motivation of brand plays a very strategicsignificance in the development of tourist industry. In this brand era, the touristeconomy is brand economy in some extent, and the competition of tourist industry isincreasingly represented by the competition of brand. However, most of the touristbrands in Hunan province are not well known to the world, which are even inferior tosome domestic cities and tourist areas. By SWOT, the tourist brands in Hunan provinceare analyzed, the strategic choices of tourist brands in Hunanprovince are proposed. The objectives of this research are to highlight theimpression of tourist, establish tourist brand with Hunan characteristics, foster a goodand healthy image of Hunan tourist industry, and accelerate the rapid and stabledevelopment of Hunan tourist industry. Furthermore, the experience of constitutingtourist brand in domestic and abroad is use for reference. The theories of city brand,tourist brand, tourist economy and communication are utilized to analyze theconstitution of Hunan tourist brand and establishment of the brand image according tothe current situation of Hunan tourist industry.