Brand DNA Selecting For The Heritage Corridor

Brand DNA turns out to be the core value, cultural symbol and strategic asset that a brand relies on to establish and maintain sustainable competitive advantage. In the case of tourism brand of "Chang’an-Tianshan Heritage Corridor Route Network" the research aims to explore the refining mechanism for regional tourism brand DNA, to establish the selection model of heritage tourism destination brand, and to make the exploratory study for heritage destination branding. In terms of methodologies, this paper is guided by theories of sense of place, pull-push effect and resource-based view, under criteria of three-force model— representativeness, attractiveness and competitiveness. Featuring indexes used to compare destination, source market and competitor and tourism destination brand DNA selection model and method are constructed. In terms of implications, brand DNA selection model finds wide application in the destination branding of Chang’an—Tianshan Silk Road Heritage Corridor. This paper comes up with countermeasures as to Silk Road Heritage Corridor branding strategy.The main contribution and conclusion of this paper are as follows:Firstly, providing a general paradigm for Corridor Heritage Tourism Destination’s brand gene choice, by means of travel site’s travels, guide data, tourism destination advertisement, thronging keyword extraction and meaning analysis, constructing the tourist destination brand elements library. Based on the literature research of sense of place, pull-push effect and resource-based view, proposing the three-force model— representativeness, attractiveness and competitiveness. Secondly, case study of the Silk Road:Changan-Tianshan corridor road network case study. Selecting "western taste", "civilization blend" as a core brand DNA, selecting the "legend", "mysterious" "vicissitudes of life", "plain", "solemn" and "old" as a secondary brand DNA, building Chang-Tianshan corridor road network brand strategy system. Thirdly, providing development suggestion. The destination should fully tap the cultural resources along the road, enhance the competitiveness of the brand; integrate the lifestyle of residents along the corridor road network, form a unique brand appeal; protect the heritage resources, highlight the heritage values represent force.The innovation of this paper lies in:(1) to provide a model for the tourism destination brand DNA selection; (2) to explore the brand building of the heritage tourism destination.