A Study On The Tourism Image Of Typical Scenic Spots In The Greater Mekong Sub - Region

The Greater Mekong Sub-region consists Yunnan province, the Guangxi Zhuang Autonomous Region, Burma, Laos, Vietnam, Thailand and Kampuchea, it is abundant in natural tourism resources and cultural tourism resources, and they are complementary to each other with the basic conditions to develop cooperation in tourism. In the rapid development of international tourism situation, GMS countries are representive of the regional tourism cooperation organization emerging, the tourism industry of these countries is facing more opportunities and challenges. At present, it is still not mature in the tourism development of every typical scenic spot for GMS countries, Therefore, tourism image positioning and design is the crucial issue for the development. During the period of transformation and upgrading of the tourism industry, GMS national tourism facing the fierce competition in the tourism markets, GMS countries based on natural resources and human environment richly, how will let the potential tourists into real tourists, the creation and enhance of the tourism image as the first problem need to be solved. In addition, the tourism development of every typical scenic spot can promote the overall process of national tourism to realize tremendous development in tourism.In this paper, the tourism image of typical scenic spot for the GMS countries are choosed as the research object, the place theory, information processing theory, location theory, marketing theory, integrated marketing communications and the related theories are summarized and applied to discuss the tourism image of typical scenic spot of reference. First of all, from the point of typical scenic spot context, tourism resources, tourism product development and image situation, a specific analysis for the tourism image of various typical scenic area is developed through literature analysis, conceptual analysis, empirical analysis and normative analysis, the combination of text analysis and Leon’s analysis; on this basis, using the local theory, information processing theory, location theory, tourism product life cycle theory, marketing theory analyze the tourism product development and market of typical scenic spot for GMS countries, the overall and target has positioned for the image as well, on this basis, an analysis was performed by local theory, information processing theory, location theory, marketing theory to the resources conditions of typical scenic for GMS countries and the current development situation of the tourism, and try to put forward the theme slogan to the corresponding tourism image for typical scenic spot as well as specific image design. Finally, on the basis of integrated marketing theory to put forward the promotion strategies of the tourism image It can obtain the following conclusions through comprehensive research:Firstly, the tourism resources of typical scenic spot for GMS strates are mainly concentrated in Buddhist culture, national historic city, folk custom culture, tropical rain forests, seaside scenery and other area. The tourist markets mainly concentrated in Europe, the Americas, Asia and Pacific area, leisure and cultural experience are the main purpose to mass tourists, the trend of tourism development is fine, but it is not put forward new image to adapt to market demand changes.Secondly, the tourism image overall positioning of typical scenic spot for GMS countries is the Mekong River style as the main cultural leisure tourism. Market positioning is: in Europe, the America, Asia and the Pacific visitors leisure as the main markets, With the major cities of GMS countries as tourist market of this area in other countries, and with the key market circle of the neighboring countries as the regional tourist markets. According to the general situation of contexts and resources, and it can try to put forward theme slogan of the tourism image to corresponding market demand.Thirdly, the promotion strategy of typical scenic spot in the tourism image for the GMS countries are the cultivating leisure tourism trademark, tourism enterprises are cooperating, the government plays a leading role, the residents are participating actively and integrated marketing communication is used.