Research On Tourism Brand Extension Of Tianmen Mountain Of Zhangjiajie

With the flourish of tourism, the competition of tourism market is more intensely.As the fierce competition, more and more tourism areas have realize that the activebrand communication of tourism areas is necessary for their developing. The activebrand communication of tourism area is conducive to the integration of the tourismresources, so it can make a distinction with the similar tourism areas, thus holds thedominant position in the competition.Because of the excellent brand building andcommunication, the tourist arrivals and receipts of Tianmen mountain increaseddramatically since its cableway built in2005.The brand communication of tourism areas is long-term and systemic, and itmust be changed with the specific situation, and also make sure the feeling of thetourist the about tourism areas is always fresh.And it must be sure that the feelings ofthe tourists is always fresh.In order to grasp the first hand information of the tourism brand of Tianmenmountain, I conducted a investigation. The investigation content includes the basicinformation of visitor, their satisfaction level, the awareness level of the spots of theTianmen mountain and their marketing activities, their emotional preferences. Thereare some conclusions of the investigation: Tianmen mountain has a high reputationamong visitors because of the beautiful scenery. Besides, visitors have someawareness about the marketing activities of Tianmen mountain. But, part of thetourists in the Tianmen mountain are dissatisfied with the service, which will beseriously harm to the brand of tianmen mountain.According to the investigation, Tianmen mountain should improve theiradvertising strategy and their channel strategy. First, Public relation strategies shoulddeal well with festive activities and sponsorships and crisis PR. Second, theadvertising strategies of tourism areas need clear brand position, emotionalconnection with visitors, and more creative advertising. At last, the mass media isstill the main way to communicate the tourist brand. The tourist areas should integrateTV, paper and broadcast, and make full use of the new media, such as internet, cellphones, blog and others. Through using various channels of communication, Tianmenmountain tourist area brand will be world famous.