Huizhou City Toursim Image Planning And Promotion Research

Today’s society, the rapid development of tourism in the city, as well as expanding tourism industry in the national economy continues to improve, to become an important industry in many cities and even the pillar industries. Faced with fierce competition in the tourism market, the tourist potential tourists into reality, the first problem to be solved is the tourism image and enhanced. Small cities to develop tourism into the city can promote urbanization, and "catch-tourism development model." Huizhou is a mainly industrial city industrial economy, industrial development has entered a post-industrial stage of development, the urgent need to accelerate the development of the tertiary industry, especially in the tourism industry. Huizhou is blessed with natural resources and human environment, present its tourism revenue accounted for about GDP10%. However, in the tourism industry to upgrade period, Huizhou city tourism image building is one of the tasks of local governments to be solved.In this thesis Huizhou city tourism image chosen for the study, in-depth discussion conglomerate identification systems theory, systems theory and integrated tourism destination marketing and other related theories tourist city of Huizhou city image construction proceed. First, from the context, tourism resources, urban tourism image of Huizhou departure status of geography, through field research, statistical analysis of the tourism image of Huizhou city specific analysis; On this basis, the use of corporate image recognition system, tourism destination image systems, integrated marketing communication theory Huizhou city overall tourism image positioning and targeting, and build Huizhou city tourism image design patterns. Finally, the spread of the use of strategic tourism image of integrated marketing theory. Through this study, the following conclusions:(1) Huizhou tourist source markets are mainly concentrated in Guangdong province, to leisure, relax, close to nature as the main purpose, the overall impression visitors tour the better, but rely mainly on tourism image spread word of mouth.(2) Huizhou overall tourism image should be positioned as:leisure and tourism resort; targeting are:Hong Kong, Macao and Taiwan tourism and leisure bases overseas tourist market, with the Pan-PRD provinces and major cities as a domestic tourist market and the other in Shenzhen, Dongguan, Guangzhou composition the key source of tourists for the province ring market. (3) Communication on tourism image of Huizhou government should play a leading role in tourism enterprises cooperate residents actively involved in the use of integrated marketing communications and build leisure travel brands.