Brand Re-positioning Of Changbai Mountain Tourism Destination In The View Of Macrocosm Tourism

With the arrival of the era of Mass Tourism,in order to create high-end brands,shape the quality of tourism destination and transform the mode of “scenic spot tourism” to “Whole domain Tourism”,it is necessary for Changbai Mountain tourism destination to segment the targeting market and re-position it.Based on the perspective of Whole domain Tourism,it is important to do a research about destination brand positioning about Changbai Mountain tourism destination.It is consistent with the practices and also can reach the needs of the target market brand positioning.That is the extension and application of positioning theory,and also an important addition to the global tourism research field of Changbai Mountain tourism destination brand.And for the long-term development of Changbai Mountain tourism destination,accurate brand positioning can help to provide competitive advantages in market competition.On the basis of tourism economy development,with the main objective of the research on Changbai Mountain tourism destination brand positioning,this research applied the theory of Whole domain Tourism,tourism destination brand and brand positioning theory,in order to promote Changbai Mountain tourism destination brand building and create a strong tourism destination brand.Firstly,through literature review,this paper gives a brief overview of the development of Changbai Mountain tourism destination.On this basis,using PEST analysis method from the four aspects of policy,economy,society,technology of Changbai Mountain tourism destination integrated macro market environment;in addition the use of SWOT analysis,from the development of its own advantages and disadvantages,four aspects of market opportunities and threats to conduct a comprehensive analysis and evaluation of Changbai Mountain tourisim destination micro environment.Based on this,we can fully understand the current situation of tourism market and the market environment of Changbai Mountain.Secondly,this study uses empirical investigation to conduct an overall survey and investigation.The questionnaire survey and in-depth interview technology were used to collect a large number of data for tourists,tourist destinations,leaders in charge of tourism management departments,resources and environment experts.This paper investigates and analyzes the overall construction concept of Changbai Mountain tourism destination,the overall consumption of tourists,the segmentation of tourist market and the current market positioning of Changbai Mountain tourism destination.Thirdly,based on the analysis results,it puts forward the general idea of developing the brand positioning of Changbai Mountain tourism destination under the new situation of Whole domain Tourism.And then the researches segmented the tourist market,and select the target one.Finally,this research proposes design of the brand reposition of Changbai Mountain tourism destination.At last,it puts forward the implementation guarantee measures for the re-positioning of Changbai Mountain tourism destination.The study applies the theory of brand positioning,whole domain tourism theory and the theory of brand management and construction of tourist destinations to ensure the direction of Changbai Mountain tourism destination re-positioning.Through the statistical analysis method,the market segmentation of its existing tourist market is carried out,the target tourists are determined,and the target and measures of market positioning are effectively formulated.