Research On The Brand Communication Effect Of Industrial Heritage Tourist Destination In China

As the core part of the tourism industry,brand of tourism destination take an important role increasingly to attract traffic,create economic and society benefits.Research on the brand communication effect of industrial heritage tourist destination can connect tourism management and communication,and apply the theories and methods of communication to management of industrial heritage tourism,which can provide the reference to tourism management and enrich communication academic research,and deepen the practical value of the communication.Chapter 1,At first,this thesis have sketched the industrial heritage tourist out,investigate the origins,feature in varied countries,development mode,development and distribution in our country.Chapter 2,according to the lasswell's 5w communication model,the existing brand communication effect measurement model and the theory of tourism management,this paper measure brand communication effect of Industrial Heritage tourist destination of China from four aspect:communicators,content,media and consumers.Considering the industrial heritage tourism of China is at the primary stage,this thesis add the prospective indicator,Thus,we can construct measurement model for brand communication effect of industrial heritage tourist destination of China through operationalizing that indicators and setting weighting coefficient.For setting of weighting coefficient,this thesis employ analytic hierarchy process(AHP),classical approach in management.This thesis have Give full consideration to the digital social media and mass media dissemination environment currently in the operationalization of indicators and established the comprehensive measurements.Chapter 3,based on the measurement model of brand communication effect above,this article selects the Beijing 798 art zone,and KaiLuan national mining park as cases for the field research.Through investigation,interview and text analysis of travel website comments,we can assign for indicators,and Calculate scores of the two cases according the Algorithm formula given above.After comparison and analysis of data of two cases,this thesis discuss Achievement and the insufficiency of them.In chapter 4,based on the specific indicators score expound the reason for the success of Beijing 798 brand communication effect and the insufficient of KaiLuan national mine park.For ineffective effect at synergism construction of industrial heritage tourism destination brand,this paper proposes a viewpoint that it's necessary for Collaborative creative of brand to create The premise condition,according the meaning of the common of The theory of symbolic interaction.In addition,this paper look ahead China's industrial heritage tourism destination brand positioning and the concept of "big industrial heritage tourism brand" in future.