A Study On The Communication Strategy Of Tourism Brand Image Of The Ancient Villages And Towns In Hunan Province

With more and more tourists coming to Ancient Town and Village,the strong demand of market and the protection from the government,the tourism industry of Hunan Ancient Town and Village,which is rich resources,products and high taste,has grown rapidly these years.However,due to the lack of business brand awareness,making the ancient villages and towns in Hunan more emphasis on tourism development and ignore the spread of brand image.And it restricts further development and slows the speed of development,makes Hunan Ancient Town and Village fall behind its competitors.The market competition is the brand competition,to improve the competitiveness of Hunan Ancient Town and Village,it is necessary to strengthen the effective dissemination of its tourism brand.Based on the brand communication theory,the brand contact point theory and the "5W" communication model,this paper aims to analyze the present situation of the tourism brand and the problems,to put forward some targeted strategies for solving the problems.Aiming at the image transmission issues of Hunan ancient town tourism,such as obscure brand image,insufficient advertised promotion,shortage of brand identification system,singe transmission mode,scattered brand broadcast,and rough content of communication,etc.It is mainly sought to be uncompleted communication system,inefficient maintaining and managing system,weak awareness of the subject,lack of distinctive resource with local characteristics,and surface understanding of the target people.According to the causes and existing problems,integrating the specialty and diversified demand of audience of the tourism resource of ancient towns in Hunan,with overall consideration of the propagation method,here coming up with diversified strategy: 1.According to diversified tendency of the audience,enrich and combine communication channel,and boost interrogation of the various ways of propagation,and build interactive mechanism.2.Based on the Hunan special tourism resource and cultural genes,perform differentiation orientation and optimize the content of propagation.3.According to resource,transportation and economy of ancient towns,conduct the dimensional orientation of tourism resource and also administrate regional brand combination in order to boost the overall tourism of those three areas.