Goverment Function Research Of Yangjiang Tourism Brand-building

With the constant maturation of the market economy and the construction of tourism brands,brand-driven is very important for the development of tourism.Since Yangjiang City is one of the excellent tourism cities in the country,it is of great significance to study the role of the Yangjiang government in the construction of local tourism brands.This article focuses on the study of Yangjiang tourism and studies the role of Yangjiang government in the construction of tourism brands.First of all,based on management science,using the basic theories of brand science,marketing,etc.we analyze the definition and the theoretical basis of tourism brand,and theoretically summarizing that the government plays the role of macro regulator,brand planner,supervision manager,public service provider and brand communicator and maintainer in the construction of tourism brands.Then,taking Yangjiang as a specific case,we will discuss the eight factors and brand positioning of the construction of Yangjiang tourism brand,and hackle the general process of constructing Yangjiang government tourism brand.And specifically analyze the Yangjiang Government's approach to Carry out tourism planning and institutional innovation,integrate tourism image and product system,standardize and rectify the order of the tourism market,improve the quality of tourism public services,and implement tourism brand marketing projects.Finally based on the two theories of sustainable development and new public management,aiming at the problems existing in the government's role in the construction of Yangjiang tourism brand,we put forward four suggestions for promoting the construction of tourism brands: building a participatory government for tourism brand management and guiding the construction of tourism brands.Governance,tourism Brand building promoting sustainable development and the establishment of citizen-centric tourism branding performance.