Research On Brand Promotion Of Tourist Destination In Yl Zhou City

The competition of tourism market shows more and more the competition of tourism brand, and the tourism destination brand is the core competitiveness in tourism destinations, tourism destination has also become the greatest users of tourism brand. But there are a little research about promotion of tourism destination. Most of tourism enterprise operators only give the perspective of promotion to disseminate information and shape the image, pay attention to short-term and local interests, not from the perspective of the long-term development of a tourist destination for overall consideration. On the one hand, mass tourism has become a kind of fashion and lifestyle and supply customers for high-profile and mature tourism destination. On the other hand, the fierce competition in the tourism market and the change of consumer demand, make some smaller emerging tourist destination short of tourist attraction. Tourists consider mainly cost, distance, time, preferences and brand etc. when choosing destinations. It is common sense of developing tourism today and the competition of tourism destination has transformed into brand competition from product competition period. The definition of brand is mainly divided into four categories:intangible assets, comprehensive commodity quality, combination and communication tools. However, the essence of brand should be the supplier for benefits of the buyers promise and quality guarantee. As a long history and booming tourist destination, Yi Zhou has rich tourism resources, the unique national culture and adequate tourism development. Still, faces the competitive threat of many strong tourism destination brand. To enable visitors to observably identify the tourism destination, to reduce the time of travel choice, decrease the risk of travel decisions, and consolidate and strengthen the memory of travel experiences, Yi Zhou should outstand brand personality, strengthen brand awareness, transform brand attitude, deepen brand memory, optimize the brand image, improve brand satisfaction, expand brand popularity.The thesis introduces the model of Brand Equity Ten from David A. Aaker into brand promotion of tourism destination, integrating with the multi-disciplinary knowledge of brand, psychology, behavioral science, marketing, statistics and so on. The author investigate herself to analyze the current tourism industry and tourism destination brand of Yi Zhou City, do the reseach on tourists in Yi Zhou by questionnaire and interview. From ten aspects of quality cognitive, brand recall, brand identity, brand personality, brand attitude, brand awareness, brand satisfaction and loyalty, brand premium, condition of competitors, market share, analyze domestic tourists of Yi Zhou and draw a conclusion on brand audience of the tourist destination in Yi Zhou,using SPSS17.0and Microsoft Excel software, basing on the model of Brand Equity Ten. According to the resources endowment, folk customs, history and culture, market potential, etc, put forward the marketing strategy of tourist destination brand. As a new attempt, conclusion on the reseach of tourist destination brand-promoting will provide a better theoretical support and practical guidance for the development of tourist brand in Yi Zhou. The concept of brand originally comes from consumer goods, more mature brand research of physical products.