The Research Of Tourism Culture Brand Construction In Shangluo

In shaanxi qinling mountains in southeastern shangluo， shaanxi and henan and shanxiprovinces at the junction， its excellent geographical location and rich natural landscaperesources， is the construction of ecological tourism and cultural industry one of the biggestbenefits of the local characteristics. In recent years， shangluo make full use of local naturalresources， shangluo the development of ecological tourism， construction of ecologicaltourism scenic area， gradually formed with the local characteristics of shangluo tourismindustry， and thus formed the original shangluo regional tourism culture industry， theestablishment of a “practical qinling is the most beautiful” cultural brand. Therefore， theanalysis of regional tourism industry development and management in shangluo， and thestudy of the regional tourism culture brand construction， is the present stage to develop thetourism industry， shangluo in the construction of the characteristic tourism culture isindispensable link.Papers around Shangluo regional tourism and cultural brand building commenced in anumber of surveys and collecting data access on the basis of the field of Shangluo existing "isthe most beautiful Qinling Shangluo" cultural tourism brand analysis, focusing on researchthat cultural tourism brand constitute the context and the status of development research andanalysis, put forward some suggestions for reference at this stage,"the most beautiful is theQinling Shangluo" cultural tourism brand development.According to theoretical studies and regional tourism destination brand brand point ofview, tourism destination brand building is a dynamic cycle, combined with the actualsituation in Shangluo region, in the context of the analysis in this article Shangluo regionaltourism and cultural brand building, the its contents tourism brand building is divided intofour parts: brand positioning, brand development, brand extension and brand management,including brand development and brand building is divided into intra-brand externalmarketing of two major; while Shangluo "Mountains are beautiful Shangluo," the Tourismand Culture brand positioning accuracy, rapid development, but still lacking in its tourismand cultural tourism product extension and brand management. In the current situation oftourism and cultural brand building Shangluo analysis, analyzes the existing problems andthe causes of the problem, drawing on the cultural brand building famous tourist destinationexperience, presented on Enhancing Tourism and Culture Shangluo brand strategy These willcontribute towards regional tourism Shangluo brand, promote and guide the development oftourism-related industry sectors, ecological resources of the region and promote regionalindustrial structure upgrading tourism Shangluo, vigorously promote economic developmentof the region; while, you can also provide a useful reference for Shangluo tourism branddevelopment strategy and scientific decision-making, and other parts of the development ofregional cultural and ecological tourism brand to provide the appropriate reference.