Yangma Island Tourism Brand Promotion Design Based On The Experience Tourism

The development of regional tourism needs a strong attraction and scenic spot itself is an important tourist attraction. How to shape and promote the brand image of regional scenic spots? First of all, we should not only summarize the regional characteristics and development tendencies but also understand the evolution and development pattern so as to adopt targeted methods in this process. At present, tourism is holding an increasingly important status in national economy and the National Tourism Administration announces that the decade from 2010 to 2020 is the golden period of developing Chinese tourism. In addition, the promotion of city image is in need of guidance and life quality needs improvement direction, both of which provide a great opportunity for the construction and development of regional scenic spots. In The Division and Evaluation of the Quality Grade of Tourism Areas(Spots) issued by National Tourism Administration, the concept of 5A scenic area is added into it, which could help to strengthen the cultural, characteristic and detailed requirements of scenic spots. As a result, there is a hot trend that scenic areas begin to strive for obtaining the title of “5A scenic spots” or creating “nonsuch” scenic spots one after another. A confrontation situation appears between domestic and international tourism, which makes the contradiction between international market demand and domestic old management become more significant. In the context of such a diverse background, how to create and promote the brand image of regional scenic spots becomes more worthy of exploration and analysis.By combining former related research findings with the cases of brand image-shaping and promotion of well-known scenic spots, the brand image- shaping and promotion of Yangma Island scenic area is explored in terms of its ideas, ways and methods in this paper. By means of integrating traveling experience in regional scenic spots into the designs, it can summarized that the development of tourism under the experience economy, the development condition of the traveling experience in the new situation and the problems existing in the process of development of regional scenic spots. On the basis, from the perspectives of combining traveling experience with designs, the Yangma Island scenic area’s context structure and reasons of slow development are analyzed. The the notion of "travel experience +design and regional culture+ life style in a new fashion way" is took as a starting point for the brand image- shaping and promotion. The related design theories are also used to do the brand image- shaping and promotion of Yangma Island scenic area. A new model of regional scenic spots is explored together with the present situation of Yangma Island in the process of its design and promotion in accordance with the development-oriented principle of the tourism market. It is expected that through innovation the paper can provide valuable guidance for the development of Yangma Island scenic area and enrich the study of the theory of the brand image- shaping and promotion of regional scenic spots.