| With the rapid developmentof market economy, regionalcooperationandseeking common development has become a consensus. Regional tourism cooperation, not only accords with the laws of the tourism progress, but also meet the needs of residents traveling and the tourism own development. But for regional cooperation, requiring tourism real progress sustainably and effectively, the key process is to join forces to create a regional tourist brand among the regional tourismcooperation.However, the current study of regional tourism brand building mostly is qualitative analysis,justincluding analysis the tourism resources,lacking of analysis of the own internal structure of the brand.In this text,the author take the International Tourist Culture Demonstration Zone in South Anhui as an example,basing on the analysis of the regional cities’ brandbuilding status in this area, firstly,according to the theoretical study of tourism destination brand building, the author analyzed the influencing factors of brand building tourism in destinations.Thinking that the factors which influenced the branding in regional tourism included the brand supporting elements,brand consolidating elements and brand development elements as the three major aspects of the elements.Then refined out of nine elements: tourism resources and products, regional traffic conditions, brand marketing, infrastructure, economic development, brand investment, government guidance, the environment, quality of the local residents.Then built the evaluation index system of cities ’brand competitiveness and selected 19 indicators.Using the way of principal component analysis and cluster analysis,the author compared the seven cities’ brand competitiveness in area of South Anhui,figured out the seven cities each one’ competitive advantages anddisadvantages among the region-wide brand competition. Results: Huangshan with its rich tourism resources and more developed tourist facilities advantages, located in the first level of brand competitiveness,it plays a role of regional core brands. while, Anqing and Wuhu, respectively with their advantages in transport and economic development, located in the second and third level in the principal component analysis, Chizhou、Xuancheng、Ma’anshan、Tongling ranked behind. In cluster analysis, Huangshan is the only cities which located in the first level in South Anhui.Chizhou, Xuancheng and Anqing, these there cities located on the second floor in cluster analysis; the other cities: Ma’anshan,、Wuhu,、Tongling, due to having great similarities in the three cities,they located in the last floor in the cluster analysis.Finally, from a view of the regional point, according to the study’ results,the author concluded that the core tourism value in South Anhui is: the fantasy landscape and a rich cultural and folk customs.Based on this values of the tourism brand, so the author adopt the image of "colorful South Anhui” as the Tourism Image in South Anhui. Main tourism slogan: "Landscape South Anhui,culture Huizhou ", and the theme of brand positioning for each regional cities. And then make a plan of regional tourism product system: sightseeing tourism products, holiday products, tourism and cultural tourism products and other ancillary products. Then built a regional brand spatial pattern of "two belts around three areas". Finally, made specific recommendations on brand building in South Anhui.In the process of building brand system, citing the internal structure of the brand,on one hand,showed each city’s status in area, highlighted the characteristics of individual cities, strengthened the brand’s positioning of the individual city, on the other hand, with the view of region, allowing the formation of a prioritized area, with structural strength brand umbrella. This studyofbrand building can provide a reference for other areas. Key words: International Tourist Culture Demonstration Zone in South Anhui,tourism brand,... |
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