Research On The Construction Of Tourism Destination Brands From The Perspective Of Media Violence

Tourist destination branding is gaining momentum both at home and abroad. Overseas scholars focus on case study featuring the definition of tourist destination brand, tourist destination branding, dissemination of tourist destination brand, management of tourist destination brand, and evaluation of tourist destination brand. Tourist destination branding comprises of brand position, brand feature, and brand design. On the contrary, domestic scholars focus on manufacturing and business, lacking in research into ways to tourist destination branding and tourism enterprise branding. Modern tourism has shifted its focus from competition in tourism resources and products to tourist destination branding with its own characteristics, which is of great significance to the development and competitiveness of the development of tourism in tourist destinations.The rapid development of the Internet in the 21st century contributes to the diversity and convenience of the dissemination of media, which is a double-edged sword. The profound influence of media is exerted on all trades and professions, including individuals, families, businesses, society, nation, and the world at large. Based on research by both domestic and overseas scholars and with the problem of the impact of media violence on tourist destination branding in mind, this paper analyzes the problems in tourist destination branding and therefore proposes respective countermeasures from the perspective of media violence, thus complementing the theoretical framework and feasible research programme.With application of the methodologies of literature review, field research, questionnaire investigation, and mathematical statistics, this paper illustrates the tourist destination branding, brand crisis in the context of media violence, brand maintenance, and response measures of the Shaolin Temple. This paper is divided into following aspects:(1) literature review of tourist destination branding, and media violence both at home and abroad; (2) field research in the Shaolin Temple scenic area and related units, collection of data and materials, and data analysis; (3) establishment of hypothesis of tourist destination branding from the perspective of media violence; (4) validation of the hypothesis by means of regression analysis and data mining of questionnaires, on the basis of previous research results.Based on the above-mentioned study, this paper reached the following conclusions from the aspect of theory. First, this paper defines the definition of media violence in the context of tourist destination branding. Next, this paper proposes research hypotheses and conclusions are reached by means of regression analysis. Hla:region image has positive correlation with customer perceived value; Hlb:region image has positive correlation with the branding image of tourist destination; H2 and H3:the customer perceived value and the branding image of tourist destination have intermediary value. Media violence has negative influence on the branding image and popularity of tourist destinations, as well as the preference of customers to those tourist destinations, the local tourist destination branding. Last, this paper proposes suggestions with regard to the reformulation of the tourist destination branding of the Shaolin Temple from the perspective of media violence. These suggestions include the scientific positioning of the brand of the Shaolin Temple, strengthening the interaction with visitors, improvement in related laws and regulations, more active role of the new media. This paper aims to complement the theoretical framework of tourist destination branding through the case study of the tourist destination branding of the Shaolin Temple from the perspective of media violence.Based on the above-mentioned study, this paper reaches the following conclusions from the aspect of practice. Firstly, this paper provides reference to draw upon for the stability and development of the Shaolin Temple brand based on related data analysis and conclusions. Secondly, the paper enhanced the shaolin temple brand value and brand reputation, mining the connotation of brand culture, and making economic and cultural prosperity and development by improving the existing problems and deficiencies of the brand building of shaolin temple, avoiding and reducing the dominant or recessive damage of media violence. Thirdly, this paper contributes to the sustainable development of tourism in Dengfeng city and the competitiveness of tourism in Henan province. Fourly, this paper provides experience to learn from for the tourist destination branding of other scenic spots.This paper achieves breakthroughs in the expansion of the perspectives of tourist destination branding based on a local case study in Henan. The research methodology features the application of theory in practice and the close ties between theory and practice.