Construction Of Hunan Dongjiang Lake Scenic Sports Tourism Brand

Sports tourism is in the peak period of rapid growth in China,the competition between tourist destinations is becoming more and more intense,while marketing research on sports tourism has caused the concern of scholars to tourist destinations as the carrier of the regional brand management is becoming a trend in the world,brand development of sports tourism in the pivotal role of sports tourism destination brand building issues become increasingly urgent.Issues related to this article Dongjiang Lake scenic sports tourism brand building for the study.Integrated use of literature,a variety of methods,questionnaire,expert interviews,site visits,mathematical statistics and logical analysis,the status of East quack sports tourism for analysis,diagnose their problems.The SWOT analysis method was used to analyze the strengths,weaknesses,opportunities,and challenges of developing Dongjiang Lake sports tourism resources,relying on the theoretical basis of tourism project development,tourism planning,regional tourism cooperation,etc.combined with a more mature corporate image recognition system,proposed a set of integrated solutions covering tourist attractions brand positioning,shaping and dissemination activities,find theoretical support for Dongjiang Lake scenic sports tourism brand building,and proposed to build the tourism portfolio and brand-building ideas.Study draw:(1)The Dongjiang Lake is rich in resources of natural resources and human resources.Sports tourism resources can be developed to a high degree,has a good brand foundation.At the same time,there is a large demand for sports tourism market,which is the key development direction in the future.(2)Dongjiang Lake scenic sports tourism market is vast.The Dongjiang Lake Scenic Spot has formed a relatively stable source market,which is mainly divided into the first-level local market,the second-tier neighboring provinces such as Guangdong and Jiangxi,and the third-level Hong Kong,Macao and Taiwan market.The high-speed rail is within two hours of the economic circle and has high spending power,there is a high level of understanding of sports tourism.(3)The Dongjiang Lake sports tourism brand product development capacity needs to be strengthened.Dongjiang Lake sports tourism products are mainly divided into brand products,mass products,and opportunity products,focusing on creating brand sports events.At present,the popularity of sports tourism events is not high,and the image of brand products is not clear.Dongjiang Lake Sports Tourism must combine local cultural resources and develop distinctive sports tourism products in project development.At the same time,it should pay attention to the subdivision of tourists,grasp consumer psychology,meet their individual needs,and be accompanied by attractive prices policies to create Dongjiang Lake sports tourism brand.(4)Focus on the formulation of Dongjiang Lake sports tourism brand building marketing strategy.To define the strategic positioning of sports tourism marketing in Dongjiang Lake Scenic Spot,use marketing mix to strengthen the promotion of Dongjiang Lake sports tourism brand,keep up with the trend of the times,create Internet + sports tourism,innovate Dongjiang Lake sports tourism brand promotion model,and improve Dongjiang Lake sports tourism at the same time Brand building security system.(5)Build a good community relationship is the cornerstone of East quack sports tourism brand building.Sports tourism are mutually harmonious relationship diversified formed by several stakeholders,the government,local residents,tourism service operators and sports tourists constitute the construction of sports tourism brand image,Sustainable development of this relationship is the cornerstone of building brand image.