Building Brand Equity Research On Tourism Products

Today leisure tourism is very hot. The travel agency business has entered the white-hot competition state. How to build brand equity form the features of symbolic tourism products is becoming an important part in marketing management of a travel agency. One tourism brand called Bravo Tour with brand characteristics of freedom and personality customization is gradually in the process of building and spread its brand assets. Its promotion of tourism projects in Serbia is the typical representative of its brand building and strengthening.Serbia as a typical representative of the emerging tourist destination, has around great attention. However, since2010, its tourism promotion has become relatively slow, many aspects have to be considered, such as how to gain resource, operate, make marketing promotion and get a smooth cash flow, which have been regarded as a developing bottleneck.This paper takes Serbia projects as an example to analyze the process of brand assets, which called Bravo Tour. Based on relevant theories discussed in the paper, the author gets the theoretical frame of the research. Firstly, the author analyzes the present situation of Chinese outbound tourism, and the Serbian as the tourist destination; then, through a survey of questionnaire, an investigation on consumers has been carried on; based on the result, a relevant promotion mode is put forward to for building a brand equity of Bravo Tour in the whole dynamic promotion.