The Research On Brand Promotion And Its Effects In The Tourism Destination Of Chongqing Wulong County

Brand promotion of tourism destination has become one way of marketing andmanagement to attract people and distinguish itself from others, however, brand promotioncannot work alone without information dissemination. In the current age of explodedfragment information, brand promotion in tourism destination is a project that has a high costand slow effect. Hence, it is important but also difficult for brand promotion to achieve theanticipated effect such as recognition and approval from customers, accumulate loyal clients,improve the brand assets, and so on. Therefore, it is critical for tourism destination to analyzethe current situation in brand promotion in an objective and quantitative way, evaluate theeffect, discover the problems and make strategic adjustment accordingly, so as to cater to thecustomers’ anticipation, better use of resources and achieve the better efficiency at a lowercost.This article took the tourism destination in Wulong county for example. The authorstarted the research on the basis of review of the development history and identification ofcurrent stage in the life circle of brand promotion. From the perspective of communication,this paper not only studied the factors in four communication stages, such as communicationmain body, communication contents (including text and media) and audiences, but alsoevaluated the final effect of communication. This paper tested whether the strategy and goalof brand promotion is the same with communication main body, investigated the recognitionin the audience in the progress of communication, supervised the media effect after its tourismbrand ‘Yingxiang·Wulong’ put on a show in public. Finally, this paper combined the datareceived from the research and the data from the yearbook of Wulong county, evaluated andconcluded the effect of brand promotion in Wulong county.This research mainly analyses the brand promotion in the perspective of local officialwebsite and audiences. Firstly, compare the official promotion website of Wulong tourismdestination with that of Yunnan Shilin tourism destination, and find out the advantages and disadvantages in the Wulong promotion website. Secondly, take the news texts in thepromotion website as research objects, analyze quantitatively and obtain the promotionblueprint in2012, and verify its strategy and goal. Finally, investigate and analyze theaudience inside and outside of the tourism destination. For the audience outside, itinvestigates from five aspects including media exposure, brand recognition and recall, brandunderstanding and change of behaviors and attitude. For the audience inside, it investigate therecognition and understanding of Wulong brand.In the research, it is found that the audience inside and outside of the tourism destinationin Wulong county approve its development and promotion mode. The loyalty to the tourismdestination grew after the audience had a tour. The local residents approved the ruling andplanning ability of the local government, and they are willing to work in with the governmentto promote the brand, hence they somehow also become the main body of communication intourism destination. However, certain problems still exist in Wulong county currently, forexample, the brand infrastructure cannot match the current stage of brand development, notenough maintenance for the exited brands, lack of communication and cooperation with citiesnearby, and types of brands overlap in Wulong tourism destination. The author providedsuggested solutions in this article.